X introduces "Paid partnership" label to clearly mark sponsored posts, improving transparency and compliance.

X has launched a new "Paid partnership" label to replace inconsistent hashtags like #ad, helping users easily identify sponsored content. The feature, available via a toggle in the post creation tool, automatically displays the label beneath eligible posts and can be applied to past content. Announced by X’s head of product Nikita Bier, the change aims to improve transparency, align with FTC guidelines, and support platform-wide efforts to reduce clutter. The update brings X in line with Instagram’s long-standing disclosure practices and reflects broader industry trends toward minimalism and AI-driven content discovery.