X’s Revised Partnerships Policy Stops Paid Gambling Promotions

X Implements New Restrictions on Gambling Promotions

The social media platform X, previously known as Twitter and owned by Elon Musk, has introduced a significant update to its Paid Partnerships policy. This revision removes gambling from the list of sectors allowed to promote their products through organic collaboration, causing a stir among gambling companies and affiliates.

Impact of the Policy Update on Gambling Operators

With this new directive, gambling businesses are no longer permitted to engage in organic promotional deals on X. This includes partnerships with brand ambassadors and affiliate marketers, as well as promotional incentives like gifts or discounts. Operators now face the choice of adhering strictly to formal advertising rules on X or ceasing their promotional activities on the platform.

Failure to comply with these updated guidelines may lead to content being removed and other penalties. Additionally, the policy groups gambling-like activities such as sports betting and sweepstakes under the same advertising restrictions, prompting companies in these areas to reconsider their marketing strategies on X.

Concerns Over Adequacy of Gambling Advertisement Regulations

The timing of X’s policy change coincides closely with research from the University of Sheffield highlighting concerns over the effectiveness of current gambling advertising regulations. The study’s findings indicated that television advertisements notably influenced betting behavior during the 2022 FIFA World Cup, suggesting that existing controls might be insufficient.

This research comes as another World Cup nears, with calls from experts for regulators to revisit and strengthen regulatory measures on gambling ads.

Meanwhile, the British Betting and Gaming Council has reported a decline in gambling marketing spend within the UK, attributing this trend to ongoing regulatory challenges faced by the industry.