X introduces built-in ‘Paid Partnership’ label for sponsored posts

Social media platform X

• X adds a built-in Paid Partnership label for sponsored posts
• The label helps creators comply with FTC disclosure rules
• Creators can update old posts with the new disclosure toggle

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X has introduced a built-in “Paid Partnership” label for sponsored posts, giving creators a native disclosure tool to comply with FTC guidelines instead of relying on hashtags like #ad.

Announced by X’s head of product, Nikita Bier, the feature adds a simple toggle that places a disclosure label beneath a post’s content. The label can also be applied retroactively, enabling creators to update older sponsored posts to meet compliance standards.

The move brings X in line with long-standing Federal Trade Commission (FTC) regulations requiring influencers and creators to clearly disclose paid relationships with brands. The FTC first sent reminder letters to influencers about proper disclosure practices in 2017. That same year, Instagram introduced its own built-in paid partnership disclosure tool, while X creators continued to depend on hashtags such as #ad and #paidpartnership to signal sponsored content.

By adding a native disclosure option, X is aiming to simplify compliance and reduce ambiguity around sponsored posts. A standardized label could also make it easier for users to identify paid promotions without scanning captions for hashtags.

The update comes as X continues efforts to attract and retain creators through monetization features such as ad-revenue sharing and paid creator subscriptions. However, the platform has faced ongoing reputational challenges.

In recent months, X has dealt with scrutiny surrounding its AI chatbot Grok, including controversy over inappropriate outputs. The Elon Musk-owned platform is currently under investigation both in the United States and internationally in connection with the AI agent’s behavior.

Against that backdrop, the introduction of a formal paid partnership label represents a more conventional platform update — one aimed at improving transparency and aligning X more closely with established social media industry practices.