Social media platform X (formerly Twitter) has amended its Paid Partnerships Policy to explicitly prohibit any compensated promotional collaborations involving gambling products and services, marking a significant shift in how gaming operators, affiliates and content creators can leverage the network for audience acquisition and engagement. The update, quietly introduced in February 2026, alters the commercial landscape for gambling‑related organic content on the platform.
Under the revised policy, gambling products and services, defined to include lotteries, online casinos, sports betting and related wagering content, are placed squarely in the list of Prohibited Industries for all compensated organic posts, affiliate arrangements, monetised brand collaborations and influencer deals.
What the Policy Change Means for Gambling‑Linked Marketing
X’s Paid Partnerships framework defines a paid partnership broadly to encompass compensated content, including direct payments to creators, affiliate commissions, rev‑share agreements, referral or discount codes, and any commercial incentive for content promoting a third‑party product or service. Under the updated rules, creators and brands can no longer publish such compensated content for gambling products as organic posts; doing so would violate X’s policy and could trigger removal or enforcement action.
This prohibition is distinct from X’s advertising products, which operate under a separate set of advertising policies. While gambling content may still be permitted via formal X Ads channels in certain regulated jurisdictions subject to approval and compliance, it cannot be promoted through compensated creator collaborations or affiliate‑driven organic posts.
For operators and affiliates who historically relied on social-native paid partnerships to drive acquisition and traffic, this change dismantles a key organic acquisition channel and effectively forces a rethink of social strategies centred around influencer and affiliate engagement.
Strategic Disruption Across Affiliate and Influencer Channels
The policy refinement carries immediate implications for gambling affiliates, brand ambassadors, influencers and content creators who depend on compensation‑linked collaborations. Many affiliate models, especially those monetised through tracking links and commission structures, now fall outside the realm of permitted Paid Partnerships on X.
Industry observers note that this move converges with a broader tightening of digital gambling‑related marketing standards, with other major platforms revising or restricting outreach channels for gambling operators. Earlier in 2026, major search and social platforms moved to tighten advertising policies around gambling content, signalling a wider trend toward heightened scrutiny.
The enforcement mechanism under X’s policies allows for content removal, temporary posting restrictions, and, in repeated violation scenarios, account suspension for creators who breach the Paid Partnerships rules. This underscores a shift toward stricter compliance expectations for how commercial content is disclosed and monetised on social platforms.
Operational and Market Impact
For licensed operators in regulated markets, the updated policy raises immediate compliance and strategy considerations. Paid Partnerships previously enabled brands to leverage creator credibility and audience trust to increase awareness and drive traffic. With that channel curtailed:
- Operators must pivot toward formal X Ads channels that still permit regulated gambling advertising in select jurisdictions, subject to pre‑approval and compliance.
- Affiliates and influencers need to reassess monetisation models, shifting away from compensated content on X toward platforms with less restrictive partnership rules or alternative paid formats.
- Regulated markets may see dampened organic reach for gambling promotional content, reinforcing the trend toward controlled, permission‑based paid advertising frameworks.
The change also sharpens the distinction between organic paid collaborations and advertising spend, creating a bifurcated marketing environment on X where gambling brands must decide between authorised paid campaigns or migrating influence‑driven promotions to other platforms.
Broader Implications for Gambling Marketing Compliance
The move by X reflects a broader recalibration of digital marketing standards for the gambling sector, aligning social media policies with growing regulatory sensitivity around gambling advertising and influencer content globally. The ban on compensated organic gambling partnerships mirrors regulatory actions seen in several European markets where influencer‑driven gambling promotions have been restricted or scrutinised as part of consumer protection initiatives.
As operators adjust strategy and compliance teams recalibrate their social media playbooks, the industry will be watching how enforcement implementation evolves and whether other major platforms adopt similar prohibitions in the months ahead.