X Lifts Crypto Ad Ban, Allowing Paid Promotions with Mandatory Disclosure

In a major policy reversal, X (formerly Twitter) has removed cryptocurrency and gambling from its prohibited industries list for paid promotions, reopening the platform to crypto advertising and influencer marketing. The change, effective immediately, allows influencers and key opinion leaders (KOLs) to legally monetize crypto-related content, provided they comply with new disclosure requirements.

Crypto had been restricted from paid promotion on X since at least June 2024. According to analyst DeFi Ignas, the policy page was updated recently, with crypto no longer listed under prohibited industries as of mid-February. In addition to cryptocurrency and gambling, the broader financial services category — including loans and investment services — has also been removed from the restricted list. Meanwhile, industries such as pharmaceuticals, tobacco, weapons, and weight loss products have been added.

Under X’s updated Paid Partnership framework, influencers must clearly label sponsored content using a “Paid Partnership” tag. Nikita Bier, Head of Product at X, emphasized that undisclosed promotions damage trust and undermine platform integrity. The new system is designed to align with regulatory standards, including U.S. Federal Trade Commission (FTC) endorsement guidelines, while promoting transparency between creators and followers.

The updated policy also separates Paid Partnerships from traditional X Ads, meaning some content restricted in influencer promotions could still qualify under standard advertising channels.

Reactions within the crypto community have been divided. Some welcome the return of crypto promotions, seeing it as a boost for crypto marketing and Web3 campaigns. Others, including analyst Benjamin Cowen, argue the change could disrupt influencer-driven business models reliant on undisclosed token promotions. Concerns about enforcement have also surfaced, with critics warning of potential confusion between organic crypto discussions and paid shilling.

Overall, X’s decision signals a shift toward regulated crypto advertising, placing transparency and compliance at the center of influencer marketing on the platform.