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Social media platform X, owned by Elon Musk, has updated its paid partnership policy to prohibit gambling-related promotions. The change effectively bans influencers and content creators from receiving compensation to promote casinos, sports betting, lotteries, and other gambling products.
The new policy places gambling alongside other prohibited industries including alcohol, drugs, tobacco, and weapons. X defines paid partnerships as content posted in exchange for compensation, incentives, gifted products, affiliate commissions, or commercial agreements like brand ambassadorships.
The ban targets celebrity endorsements like those from Drake, who has promoted sweepstakes casinos to millions of followers. However, X will still allow gambling companies to advertise directly through its platform, provided they secure preauthorization before launching campaigns.
Traditional advertising remains permitted under X’s Restricted Content policies, though all gambling ads must receive approval first. The policy covers online casinos, physical casinos, sports betting, fantasy sports, lotteries, and gambling tip services.
The move comes after a YouGov study found that nearly half of consumers believe celebrity endorsements make gambling brands seem “less authentic.” The research suggested brands should focus on aligning with celebrities who have direct connections to sports or gambling to maintain credibility.
X generated approximately $1.31 billion in US advertising revenue in 2025, with global sales reaching nearly $2.3 billion. The platform has been working to attract small and medium-sized businesses as advertisers.
Violations of the new policy may result in content removal, temporary account restrictions, or permanent suspension for repeat offenders.
