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Social media network This feature can help improve creator authenticity, so fans know when a product recommendation is genuine sentiment, versus a paid sponsorship, while also complying with regulations that say ads on social media need ratings.

Similar labels have been in place for years on other platforms, such as Instagram, after the US Federal Trade Commission warned influencers in 2017 that they needed to “clearly and conspicuously disclose” when a post is sponsored by an advertiser, or if that company is otherwise endorsing them. Last year, Instagram expanded its partnership ads to also allow creators to get paid for written testimonials shared as comments on a brand’s social media posts.

However, creators on

With the new feature, creators will be able to switch to the new “Content Reveal” setting in the post to apply a paid partnership tag that will then appear directly below the post content. This label can also be applied after the fact, in case the creator forgot to use the option when originally posting. According to X’s head of product, Nikitia Beer, this feature allows creators to be transparent with their followers, while also adhering to federal regulations.

“While we want to encourage people to build their businesses on X, unannounced promotions hurt the integrity of the product and lead people to mistrust the content they read on

X has been trying to appeal to the creator category for some time, offering payouts for viral content, ad revenue sharing, creator subscriptions, and more. But as a platform known as a place to discuss real-time news and events, the company has struggled to attract content creators who still prefer to reach their audiences via Instagram, YouTube and elsewhere.

By adding paid partnership labels, the company is at least making it easier for creators to play by the rules without having to clutter up their posts with hashtags, which has become somewhat outdated. (When Instagram launched its competitor X Threads, it actually got rid of the hash code entirely.)

X has made other changes focusing on the authenticity of the content on its platform. Last week, it announced that its API can no longer be used for automated responses unless the responding user has been cited or cited by the original author. This is intended to reduce the impact of LLM-generated spam activity on