X is moving toward simplifying paid promotions on its platform by developing new in-stream paid partnership tags, according to app researcher Nima Owji. The feature, spotted in the platform’s backend code, would allow creators to easily tag sponsored content without manually typing disclosure language like “Ad” or “Promoted Content.” This development represents a significant step toward bringing X more in line with industry standards across competing social platforms.
Current Manual Disclosure Requirements
Currently, X requires creators to include clear language indicating the commercial nature of sponsored posts through manual entry. Most creators rely on the #ad hashtag or written disclaimers to meet transparency requirements. While this system works, it places the burden on creators to ensure compliance and consistency. The new paid promotion tag feature would automate this process, making it simpler for creators to properly disclose partnerships while maintaining transparency standards that protect audiences from undisclosed advertising.
Expanding Creator Revenue and Platform Growth
X is intensifying its push to attract and retain creators this year through multiple initiatives. The platform has increased revenue share payments, offered cash prizes for top-performing articles, and is investing in long-form content capabilities. These efforts benefit all stakeholders: creators gain more earnings potential and exposure, X accumulates additional user engagement data, and xAI access valuable information for development. The paid promotion tag feature fits naturally into this broader strategy, potentially unlocking additional revenue streams through brand partnerships and sponsored content.
If implemented, the feature could give brands access to performance analytics and insights similar to those available on other major social platforms, further incentivizing creators to develop paid partnership opportunities on X.