X Launches Paid Partnership Labels So Creators Can Ditch the Hashtags
X introduces a built-in "Paid Partnership" label for posts, allowing creators to disclose sponsored content transparently without cluttering posts with #ad or #paidpartnership hashtags — and stay compliant with FTC regulations.
What Was Announced
On March 1, 2026, X's Head of Product Nikita Bier announced the rollout of Paid Partnership labels — a new built-in content disclosure feature that lets creators tag their posts as sponsored. The label appears directly below the post content, making it immediately visible to followers without requiring any hashtags.
Creators can toggle the "content disclose" setting when composing a post, or retroactively apply the label to an already-published post in case they forgot at the time of posting.
"Today we're announcing Paid Partnership labels on posts. X's core value is providing an authentic pulse on humanity. 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 they read on X. This new feature will allow you to comply with regulations, but more importantly: it enables you to be transparent with your followers."
— Nikita Bier, Head of Product at X
Why This Matters for Creators and Streamers
Until now, creators on X had no native way to disclose sponsored posts. The workaround — using hashtags like #ad, #sponsored, or #paidpartnership — was cluttered, easy to miss, and widely seen as outdated. Platforms like Instagram introduced official partnership labels years ago following FTC guidance in 2017 requiring influencers to clearly and conspicuously disclose paid relationships.
For streamers and content creators who promote gaming gear, software, or brand deals on X, this change simplifies compliance and makes disclosures cleaner and more professional.
Key Details at a Glance
- ✓Label placement: Appears directly below post content
- ✓Retroactive application: Can be added after publishing
- ✓FTC compliance: Meets U.S. federal advertising disclosure requirements
- ✓Announced by: Nikita Bier, X Head of Product
- ✓Replaces: #ad, #sponsored, #paidpartnership hashtags
Context: X's Creator Push
X has been actively building tools for creators including ad revenue sharing, creator subscriptions, and payouts for viral content. The Paid Partnership label is the latest step in making X viable for influencer marketing, where brands can work with creators more formally and transparently.
This announcement also follows another recent X policy change: the platform's API now blocks programmatic replies unless the original author mentioned or quoted the replying account — a move aimed at reducing AI-generated spam, which could otherwise be used to fake engagement on sponsored posts.