X introduces ‘Paid Partnership’ label for creator posts

New Delhi: X has introduced a “Paid Partnership” label that creators can apply to posts to indicate when content is part of a commercial collaboration.

The feature allows users to enable a “content disclose” setting while publishing a post, adding a visible marker beneath the content to signal that it contains advertising or sponsored material. The label can also be added after a post has been published if the disclosure was not included at the time of posting.

Until now, creators on the platform commonly relied on hashtags such as #ad or #paidpartnership to indicate commercial relationships. The new tool provides a built-in disclosure mechanism within the platform.

According to Nikita Bier, head of product at X, the feature is designed to help creators remain transparent with their audiences while complying with advertising regulations. In a post announcing the update, Bier said undisclosed promotions can undermine trust in the platform and reduce confidence in the content users encounter.

Today we're announcing Paid Partnership labels on posts. X's core value is providing on authentic pulse on humanity.

While we want to encourage people to build their businesses on X, undisclosed promotions hurt the integrity of the product and lead people to distrust the content… pic.twitter.com/CmrRDx5tU1

— Nikita Bier (@nikitabier) March 1, 2026

Other social media platforms already offer similar tools. For instance, Instagram introduced partnership labels for branded content and later expanded its advertising formats to allow creators to be paid for written endorsements posted in comment sections on brand accounts.

The update forms part of a broader set of changes by X focused on content authenticity and platform integrity. The company recently restricted the use of its API for automated replies unless the replying account had been directly mentioned or quoted by the original author, a measure intended to reduce spam and automated responses generated through large language models.

X has also introduced several initiatives in recent years to attract creators, including ad-revenue sharing, creator subscriptions and payouts tied to viral content. Despite these efforts, platforms such as YouTube and Instagram continue to remain primary destinations for creator-led content and brand collaborations.