Social network X, formerly known as Twitter, is changing the rules of the game for cryptocurrency influencers and companies. The platform is now lifting its global ban on paid promotion of cryptocurrencies and gambling, while at the same time introducing stricter labeling of commercial content. For users in the European Union, United Kingdom, and Australia, however, similar restrictions on such advertisements remain in place.
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Paid partnerships yes, but with clear labeling
According to the platform’s leadership, the new policy is designed to enable creators to better monetize their content while maintaining transparency with their followers. Product development head Nikita Bier stated that the goal is to support business building directly on X without confusing users.
The new system requires that every paid partnership be clearly labeled. A “paid partnership” is defined as a situation where a third party—such as a cryptocurrency project or exchange—financially compensates an influencer or content creator for promoting a product or service. Content can be marked as commercial by users themselves, or by the platform directly.
What is crucial, however, is geographic restriction. In countries with stricter regulation of financial advertising—specifically in the European Union, United Kingdom, and Australia—paid crypto promotions remain blocked. Influencers and their partners are responsible for ensuring that such content is not displayed in these jurisdictions.
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Crypto community returns “home”
The X network has long been the primary communication platform for cryptocurrency projects, developers, and investors. Communities around new tokens, NFT collections, and DeFi projects have originated here. Relaxing the rules could therefore mean a return of more aggressive marketing that has been significantly limited in recent years.
The ban on sponsored crypto posts was a response to a wave of fraud and unregulated investment offers. The new model attempts to strike a balance between business freedom and user protection through mandatory labeling.
Even after the rule changes, the list of banned commercial categories remains quite extensive. The platform continues to prohibit paid promotion of sexual products and services, alcohol, dating apps, recreational and prescription drugs, dietary supplements, tobacco, and weapons. Commercial content relating to politics and social issues is also banned.
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Elon Musk and the “everything app” plan
The advertising changes fit into the broader strategy of platform owner Elon Musk, who has long been positioning X as an “everything app”. The goal is to integrate social networking, messaging, and financial services into a single ecosystem—following the model of China’s WeChat.
Part of this ambition is the upcoming X Money payment system. On February 11, Musk announced that the service will enter limited beta testing over the next two months. It will subsequently be made available to users worldwide.
However, it remains unclear whether the X Money system will also include support for cryptocurrencies. Should this happen, it would represent a significant step toward mainstream use of digital assets directly within the social network.
Another upcoming feature is the Smart Cashtags function, which Nikita Bier introduced on February 14. This should enable trading of stocks and cryptocurrencies directly on the X platform, without the need to switch to external applications.
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