X Updates T&Cs, Targets Paid Gambling Partnerships

Bad news for marketers and content creators looking to leverage one of the world’s biggest social media platforms. Elon Musk’s X has recently updated its Terms & Conditions, particularly its definition of gambling, and how it fits the popular paid partnership model. 

Under the updated T&Cs, X now prohibits gambling-related businesses from using paid partnerships to engage and reach their target audiences on the platform.

This new policy reflects a dramatic change in how content creators, operators, and affiliates work on X. Content creators and gambling operators must comply, or risk content removal or worse, account suspension.

How Musk’s X Policy Defines “Gambling”

X has recently updated its “Paid Partnership” program, offering an expanded definition with rules and a list of prohibited industries. The term’s new definition of gambling has set a ripple effect among gaming operators, explicitly including “lotteries, social casinos, sports betting, and related wagering content”. 

Sweepstakes-style products, like casino-style games and the use of a dual-currency model, are treated as part of this broader gambling category in the context of affiliate and influencer deals, and not as a separate safe class. In short, users and influencers can no longer partner with lottery, gaming, or other related service providers on paid promotional posts. 

X’s new rule applies to all posted content, whether the publisher has identified it as promotion or not.

Interestingly, the new rule only applies to paid partnerships, and not traditional advertising submitted via X’s advertising platform, which is subject to a separate policy.

What the New X Rules Mean for Sweepstakes Casino Operators

X’s broader definition of gambling has put the popular sweepstakes casino games in the spotlight.

• Any sweepstakes casino operator working with affiliates, influencers, or brand ambassadors in exchange for commissions, gifts, or revenue share falls within the “prohibited paid partnership” arrangement.

• These campaigns can’t be run as organic paid partnerships. Interested operators and content creators must use X Ads instead, which is subject to different and stricter advertising policies and local licensing requirements.

X also updated its rules for content creators looking to use paid partnerships.  As indicated on its updated T&Cs, all content must comply with community rules and should clearly indicate its commercial nature, such as “Promoted Content” or “Ad”.

Also, it’s now the responsibility of users and content creators to follow and abide by applicable laws and regulations, including the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising.

What Happens Next?

X has inserted a caveat, saying that the management allows exceptions on a case-by-case basis, subject to specific restrictions. Without this exception, content creators and gambling-related operators need to shift to traditional X ads with stricter advertising controls. Alternatively, gaming and sweepstakes casinos may need to remove their promotional activities and campaigns from X.

Violators face content removal or account restrictions. Repeat offenders may face account suspension.

This X policy is now live and enforced, and no grace period or delayed rollout was mentioned.

REFERENCES

• X Paid Partnership