X has updated its commercial partnership policies to prohibit paid gambling promotions through influencer and branded content deals.

Under the new rules, casinos, sports betting operators, lotteries and social casinos are no longer allowed to compensate users for promoting gambling-related services via paid partnerships on the platform.

Gambling Added to “Prohibited Industries” List

The updated policy officially categorizes gambling businesses under X’s “Prohibited Industries” list for paid partnerships. As a result, content creators cannot receive financial compensation, incentives or branded collaboration payments in exchange for gambling promotions.

The restriction applies to:

  • Online casinos
  • Land-based casinos
  • Sports betting operators
  • Fantasy sports platforms
  • Lotteries
  • Social casinos
  • Gambling tip websites

Gambling now appears alongside other restricted industries such as alcohol, tobacco, dating services, sexual products and weapons within the paid partnership framework.

Advertising Still Permitted — With Approval

While influencer-based paid promotions are banned, gambling companies may still advertise on X through standard advertising channels.

However, gambling remains classified as Restricted Content under the platform’s advertising policy. Campaigns require prior approval before going live.

Importantly, non-gambling hospitality marketing — such as a Las Vegas casino resort promoting hotel rooms or entertainment facilities — may not require the same level of scrutiny, provided no gambling services are promoted.

The key change is the removal of influencer marketing as a monetization route for gambling brands on the platform.

Context Behind the Policy Change

The decision comes amid growing scrutiny of celebrity and influencer endorsements in the gambling sector across social media platforms.

Although X did not provide a detailed explanation for the policy shift, the move aligns with broader industry efforts to:

  • Strengthen brand safety controls
  • Refine advertising standards
  • Diversify advertiser categories

Since its acquisition by Elon Musk in 2022 for $44 billion, X has undergone multiple policy and monetization changes aimed at reshaping its advertising ecosystem.

In 2025, the platform reportedly generated approximately $1.31 billion in advertising revenue in the United States and nearly $2.3 billion globally.

Public Perception of Gambling Endorsements

Public sentiment may also be influencing regulatory and platform-level changes.

According to research from YouGov, nearly half of respondents surveyed indicated that celebrity endorsements for gambling brands made companies appear less genuine.

The findings suggest that while celebrity partnerships can increase visibility among regular gamblers, they do not necessarily improve long-term brand perception.

Impact on Influencers and Operators

The new rules will directly affect influencers and content creators who previously monetized gambling partnerships.

For gambling operators, the change means:

  • Greater reliance on approved ad campaigns
  • Reduced access to influencer-driven brand amplification
  • Potential shifts toward alternative digital marketing channels

While the financial impact of the policy change remains unclear, the update signals a stricter stance on gambling-related monetization within one of the world’s most prominent social media platforms.

Strategic Implications

The policy marks a clear distinction between:

  • Direct advertising (restricted but allowed)
  • Influencer-paid partnerships (fully prohibited)

For the gambling industry, the shift underscores increasing scrutiny around promotional practices, particularly those involving celebrities and online personalities.

As social platforms continue refining content standards, gambling operators may need to recalibrate their digital marketing strategies to remain compliant while maintaining brand visibility.