X ads ‘Paid Partnership’ labels for creators so they can ditch the hashtags

2026-03-02 · Source: TechCrunch · Field: Media & Entertainment — Content Creation & Production, Digital Media & Streaming, Advertising & Marketing Technology · Depth: Fundamental Awareness, quick

Summary

Social network X has introduced a new "Paid Partnership" label, allowing creators to clearly mark sponsored posts. This feature, announced on Monday, aims to enhance creator authenticity by distinguishing genuine recommendations from paid advertisements, while also ensuring compliance with regulations requiring disclosure of social media ads. Previously, X creators relied on hashtags like #paidpartnership or #ad. The new label appears directly below the post's content and can be applied during initial posting or retroactively. This move aligns X with other platforms like Instagram, which implemented similar disclosure tools years ago following U.S. Federal Trade Commission warnings to influencers in 2017 regarding transparent ad labeling. X views this as part of its broader effort to attract creators and improve content integrity.

Key takeaway

For content creators and brands navigating social media marketing, X's new "Paid Partnership" label simplifies regulatory compliance and improves audience trust. You should integrate this built-in feature into your posting workflow to clearly disclose sponsored content, moving away from less effective hashtag-based methods. This change helps maintain content integrity and ensures your audience understands the nature of your recommendations, which is crucial for long-term engagement and credibility.

Key insights

X's new "Paid Partnership" label enhances transparency and regulatory compliance for creators.

Principles

• Transparency builds trust
• Regulatory compliance is essential

Method

Creators toggle a "content disclose" setting on X posts to apply a "Paid Partnership" label, which appears below the content and can be added post-publication.

In practice

• Use X's new disclosure label
• Avoid #ad hashtags on X

Topics

• Paid Partnership Label
• Creator Economy
• Social Media Regulation
• Content Authenticity
• Influencer Marketing

Best for: Marketing Professional, Tech Journalist, Entrepreneur

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Editorial summary, takeaway, and curation by AIssential. Original article published by TechCrunch.