Social media platform X (formerly Twitter) has revised its paid partnerships policy, prohibiting influencers from promoting gambling products. The change, implemented last Friday, received limited immediate attention but has now become a talking point in the content-creation and gambling communities.
Under the updated rules, gambling products—including lotteries, social casinos, sports betting, and other gambling-related content—are now grouped alongside regulated categories such as drugs, tobacco, and weapons.
Paid Partnerships Specifically Targeted
The ban applies strictly to paid partnerships, defined as:
“The involvement of a third-party brand providing compensation or incentives to a user, such as an influencer or content creator, to promote their product or service.”
This means users may still see gambling ads on X, but only as paid advertisements purchased directly through X Ads—not as content promoted by influencers. Accounts that violate this policy face post removal and potential suspension.
Polymarket’s Position in the New Policy Landscape
Some observers note that X has an ongoing deal with Polymarket, a cryptocurrency-based global prediction market, as its official prediction market partner. Unlike traditional gambling, prediction markets generally skirt gambling classifications, but they could gain a relative advantage under the new policy, particularly once the Polymarket US product fully launches from its phased rollout.
Impact on Poker and Gambling Influencers
Poker and gambling content creators who relied on X for paid promotions will need to adjust their strategies. Options include:
-
Migrating to other platforms with more lenient rules, such as Instagram or X-alike platforms like Bluesky.
-
Exploring alternate social networks, though YouTube and TikTok have tightened restrictions on gambling content as well.
Attempts to disguise sponsored content as organic posts are likely to fail. X users can report posts violating the paid partnership terms, and high-profile influencers are especially susceptible to scrutiny from watchdogs.
The updated policy marks a significant shift for gambling-related content on X, signaling a stricter environment for influencers in poker, sports betting, and other gambling niches.
