Billionaire Elon Musk’s platform X updated its paid partnership policies and began prohibiting commercial collaborations related to betting, casinos and other types of gambling. The measure, discreetly released on February 13, changes the rules that regulate publications with promotional content in exchange for remuneration.
According to the updated text of the Paid Partnerships policy, collaborations with brands or companies that offer sports betting, online casinos, lotteries, social games and other similar products are prohibited. The change affects influencers, affiliates and content creators who maintain paid agreements with operators in the sector.
In practice, this means that organic publications that promote betting sites, even through affiliate links, discount codes or commissions, violate the platform’s guidelines. OX defines “paid partnership” as any post made in exchange for a financial incentive or direct benefit from a third party.
Despite the restriction, the policy does not affect the paid advertising system (X Ads), which continues to allow gambling advertising under specific conditions, as long as it is authorized and segmented in accordance with local laws.
The decision has a direct impact on the affiliate marketing sector, which uses the social network as one of the main channels for promoting betting houses and gaming platforms. Experts point out that tightening the rules could force companies and influencers to migrate campaigns to other social networks or to adopt official advertising formats within X.
The new guidelines are part of a broader update to the platform’s monetization policies, under the management of Elon Musk, who since 2023 has been reviewing advertising rules and commercial partnerships with the aim of expanding control over sponsored content.
The platform warns that non-compliance with the new rules may result in removal of publications, account restrictions or suspension of users involved in irregular partnerships.
Rules in Brazil
According to the X’s advertising policythe promotion of betting content is generally prohibited, except in campaigns targeted at countries that allow this type of advertising with prior authorization from the platform. The rule covers a wide range of products and services, such as physical and online casinos, sports betting, bingo, lotteries, fantasy sports sites and software related to gambling, as well as promotional materials such as vouchers, bonus codes and e-books that encourage or direct the public to betting content.
In the case of Brazil, X adopts a restrictive policy, but with specific exceptions. Advertising campaigns for official government-licensed lotteries, horse racing betting, poker games, sports betting and affiliate platforms are permitted, as long as they are previously authorized by the platform and do not involve cash prizes outside legal regulations. Free games, with no monetary value involved, can also be promoted.
Fonte: Gaming365 – Brasil
