X adds ‘Paid Partnership’ labels so users can more easily identify ads

Source: Engadget

Feature Overview

X is rolling out a built‑in “Paid Partnership” label that creators can apply to sponsored posts, replacing the hashtag workarounds they’ve had to rely on until now. Announced by the platform’s head of product Nikita Bier, the feature adds a toggle that places a disclosure label directly below a post’s content and can also be applied retroactively.

Regulatory Context

The label is meant to help creators comply with years‑old FTC regulations requiring clear disclosure of sponsored content. The agency sent out letters reminding influencers about this requirement in 2017, and Instagram added a disclosure feature that same year. Without a native tool, X creators had been left to use hashtags like #ad and #paidpartnership.

X’s Creator Tools and Ongoing Issues

X has been trying to court creators for some time with tools like ad‑revenue sharing and creator subscriptions. However, the platform still struggles with major image issues following a string of scandals like Grok creating CSAM. The Elon Musk‑owned platform is under investigation both domestically and abroad for the AI agent’s behavior.