X has introduced a paid partnership label allowing creators to tag sponsored posts without using hashtags like #ad. The feature links content directly to brand accounts and provides campaign analytics through X Ads. The update supports advertising transparency as influencer marketing spending continues to grow globally.
Key Highlights
- X launches paid partnership label to replace #ad hashtags.
- Feature links sponsored posts directly to brand accounts.
- Brands can access performance metrics via X Ads dashboard.
- Move aligns X with influencer marketing disclosure standards.
X has introduced a new Paid Partnership label that allows creators to clearly mark sponsored content without using hashtags such as #ad. The feature, rolled out under, is aimed at improving transparency around paid promotions on the platform.
The update enables creators to tag a brand directly in a post using a dedicated disclosure tool. Once applied, the “Paid Partnership” label appears on the content, identifying it as a commercial collaboration. Brands linked to the post can access engagement and performance data through the X Ads dashboard and may choose to promote the content further as paid advertising.
X said the feature is being introduced to eligible creators and advertisers in phases, with broader access expected over time.
Aligning With Global Disclosure Standards
The launch brings X in line with disclosure practices already used by platforms such as and, which offer built-in branded content labels. Advertising regulators in markets including the United States, the United Kingdom and the European Union require clear identification of paid promotions.
The global influencer marketing sector continues to expand, with industry estimates placing its value above $20 billion in recent years. The United States remains the largest market for influencer-led advertising, followed by countries such as Brazil, India and the United Kingdom.
Advertising Revenue Remains Central
Advertising is a key source of revenue for X. The company has been expanding tools for creators and brands as it works to strengthen its advertising operations. Industry data shows that social media platforms are competing for digital ad spending as brands shift more budgets toward creator partnerships and measurable campaign formats.
X said the Paid Partnership label is intended to provide clear disclosure for users while offering brands better tracking of sponsored content performance.
Quick FAQs
Q1. What is X’s paid partnership label?
It is a disclosure tool that marks sponsored posts and links them to a brand account.
Q2. Do creators still need to use #ad hashtags on X?
No, the paid partnership label replaces the need for traditional ad hashtags.
Q3. Can brands promote posts tagged with the new label?
Yes, brands can access analytics and promote tagged posts through X Ads.
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