Social media platform X has rolled out a significant change to its Paid Partnerships Policy, drawing a clear line around gambling content and how it can be promoted. The revised rules, now posted in the company’s Help Center, spell out that gambling-related businesses can no longer use paid partnership posts to reach audiences on the platform.
Under the updated guidance, gambling appears on a detailed list of industries that are barred from participating in paid partnership promotions. In the policy’s “Prohibited Industries” section, X states: “Gambling products and services (including lotteries, social casinos, sports betting, and other gambling related content)” are not eligible for Paid Partnership promotion.
In practical terms, that shuts the door on influencers and creators striking compensated deals with betting companies, lottery operators or similar services for posts that appear in their feeds. Even if a creator clearly labels a post with disclosures such as “#ad” or “Promoted Content,” the arrangement would no longer be allowed under the paid partnerships framework.
The restriction is focused specifically on organic paid partnerships. Traditional advertising placed through X’s formal ad system is governed by a different set of rules, known as the X Ads Policies, and those campaigns may still run if they meet the platform’s conditions and any applicable legal requirements.
Recent controversies may have shaken X to change its gambling Paid Partnerships Policy
The timing of the change comes as prediction markets and gambling-adjacent platforms face growing scrutiny over how they promote themselves online. The services, which let users trade on the outcome of real-world events, have increasingly leaned on social media to build brand awareness and drive traffic.
Polymarket, a prominent crypto-based prediction market, found itself in the spotlight in late 2025 after an unofficial social media account posted alleged racist language aimed at users from India, Nigeria and Turkey. The backlash was swift. In response, Polymarket’s Chief Legal Officer apologized on X, saying the post was “unacceptable” and that the company “takes full responsibility.”
Kalshi also faced criticism after several affiliated social media accounts shared antisemitic imagery, including offensive depictions of public figures. The company responded by revoking affiliate status from those accounts and publicly condemning the material.
ReadWrite has reached out to Polymarket and Kalshi for comment.
Featured image: Canva / Grok
