Social media platform X adds built-in disclosure tool for ads
X introduced a new “Paid Partnership” label to allow creators to indicate sponsored posts without using hashtags.
The feature aims to improve transparency and help creators comply with U.S. Federal Trade Commission regulations requiring clear disclosure of paid content. The label positions X to compete with Instagram and YouTube for creator attention by simplifying compliance.
Creators can toggle a “content disclose” setting to apply the label directly below post content. The label can also be applied after posting if the creator forgot to use the option initially. X previously relied on hashtags like #paidpartnership and #ad for disclosure.
Nikitia Bier, X’s head of product, stated the feature helps creators be transparent and comply with federal regulations. Bier wrote in a post that undisclosed promotions hurt the integrity of the product and lead people to distrust content on X.
Today we're announcing Paid Partnership labels on posts. X's core value is providing on authentic pulse on humanity.
While we want to encourage people to build their businesses on X, undisclosed promotions hurt the integrity of the product and lead people to distrust the content… pic.twitter.com/CmrRDx5tU1
— Nikita Bier (@nikitabier) March 1, 2026
Similar tags have existed for years on other platforms, such as Instagram. The U.S. Federal Trade Commission warned influencers in 2017 that they must clearly disclose sponsored posts. Last year, Instagram expanded Partnership Ads to allow creators to get paid for written testimonials shared as comments on brand posts.
X has offered payouts for viral content, ad-revenue sharing, and creator subscriptions to appeal to creators. The company struggles to attract creators who prefer platforms like Instagram and YouTube. Instagram’s competitor Threads did away with the hash symbol entirely.
Last week, X announced changes to its API to prevent programmatic replies unless the original author @mentioned the replying user or was quoted. These API changes aim to reduce LLM-generated spam activity on X. AI-generated replies could be used by brands to simulate legitimate customer responses to ads and sponsored content.