X, the social media platform owned by Elon Musk, has updated its policies to prohibit paid gambling promotions by influencers and content creators. The move affects online casinos, sports betting operators, lotteries, and social casinos, which can no longer compensate users to promote gambling services through branded content partnerships.
Gambling Classified as Prohibited Industry
Under the new policy, gambling joins other sensitive categories such as alcohol, tobacco, dating services, and adult products. X now explicitly forbids any form of paid influencer promotion for:
- Online and land-based casinos
- Sports betting and fantasy sports
- Lotteries and social casino platforms
Traditional advertising is still permitted but is subject to review under X’s restricted content rules. Non-gambling promotions, such as hotel or resort advertising, remain allowed if gambling content is excluded.
Reason Behind the Policy Update
The policy comes amid rising scrutiny of influencer-driven gambling marketing. Celebrity endorsements and social media campaigns have grown in popularity for online gambling, raising concerns about credibility, user influence, and exposure to high-risk audiences.
A recent YouGov survey highlighted that nearly half of respondents view celebrity-endorsed gambling promotions as less genuine, emphasizing the need for stricter oversight.
Implications for Operators and Influencers
For gambling operators, the update requires a shift from influencer partnerships to traditional advertising formats on X. Paid social campaigns must now comply with restricted content approval processes, ensuring they do not involve content creators.
For influencers and content creators, the policy eliminates a revenue stream previously tied to branded gambling promotions. Operators may need to explore alternative marketing channels or focus on organic engagement strategies.
Strategic Context
Since acquiring X (formerly Twitter) in 2022, Elon Musk has emphasized free expression and the platform as a “digital public square.” This update reflects a balance between brand safety, advertising standards, and regulatory compliance, particularly in sensitive sectors like gambling.
With X generating over US$2 billion in global advertising revenue in 2025, this policy marks a significant change in how gambling content is monetized and marketed on one of the world’s largest social platforms.
