X, formerly known as Twitter, has updated its commercial partnership guidelines to prohibit paid collaborations involving gambling-related products and services.
Under the revised rules, casinos, sports betting operators and lottery companies can no longer pay users to promote their services through branded content on the platform.
The update places gambling, lotteries, social casinos and sports betting within X’s list of “Prohibited Industries” for paid partnerships.
The category now sits alongside sectors such as tobacco, weapons, drugs, alcohol, sexual products, dating services and weight-loss items.
The policy defines paid partnerships as arrangements in which third-party brands provide financial compensation or incentives to users in exchange for promotional activity.
While gambling advertising remains permitted on the platform, it continues to be classified as “Restricted Content” under X’s advertising policies.
Operators must obtain prior authorisation before launching campaigns. The distinction means companies may buy ads directly but cannot use influencers as compensated marketing channels.
What are regulators doing about influencer-led gambling promotions globally?
In Brazil, the Secretariat of Prizes and Betting, the country’s regulator, has signalled tighter oversight of advertising practices, including potential liability for influencers promoting unauthorised operators.
Around the globe, in Australia, Meta has faced criticism after influencer promotions of illegal crypto gambling surfaced on digital platforms.
Meanwhile, the European Gaming and Betting Association has introduced pan-European standards for influencer marketing in gambling.
In Kazakhstan, regulators have warned influencers and operators to exercise caution when promoting gambling online, emphasising compliance with the country’s advertising restrictions, as the promotion of online casinos and bookmakers has been banned since 2024.
Besides that, India’s Enforcement Directorate has also recently launched a money laundering probe linked to a YouTuber accused of promoting illegal betting platforms.
X’s updated policy directly impacts content creators who previously partnered with gambling brands, as well as operators that relied on influencer-driven visibility strategies.
Elon Musk acquired Twitter, now X, for $44bn in 2022, completing the transaction in October after announcing the deal in April
