X Launches Paid Partnership Label for Sponsored Content

Social media platform X announced on Monday the rollout of a new Paid Partnership label, enabling creators to disclose sponsored content directly within posts to enhance transparency and comply with federal regulations.

The feature, introduced by X's head of product Nikita Bier, allows users to toggle a content disclosure setting that places the label below the post's text. Creators can apply it at the time of posting or retroactively if overlooked initially. This built-in option replaces previous reliance on hashtags such as #ad or #paidpartnership, which creators used to signal paid promotions. The update is currently available on iOS and web, with Android support planned for the following day.

Bier emphasized the importance of the tool in a post on the platform, stating, "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." He noted that X's core value lies in providing an authentic pulse on humanity, and the label supports that by helping creators meet U.S. Federal Trade Commission requirements for clear disclosure of sponsored material.