# Paid partnership rules on X: the Paid partnership label, #ad and what the FTC requires

> Paying creators for posts on X is allowed if the post is disclosed. Since March 2026 X expects its built-in Paid partnership label on every paid post; the FTC still recommends your own disclosure such as #ad. What can't be promoted in the UK, EU and Australia, liability, penalties and non-US rules.

**Yes: if a brand paid you, gave you something free or has any other connection to you, you must disclose it in every post that endorses the brand. On X, the disclosure X expects is its built-in **Paid partnership** label: since March 2026, you turn it on in the post composer's content disclosure settings, or add it afterwards from the post's menu. X introduced it so creators no longer need hashtags like #ad in the text. The FTC still says a platform's built-in tool is not necessarily enough on its own, so adding a clear "#ad" or "Ad:" at the start of the post is the safe extra step. A disclosure buried at the end, in a reply or only on your profile doesn't count.**

## Is it allowed to pay creators for posts on X?

Yes. X allows paid partnerships, as long as the post is disclosed with the Paid partnership label, and the creator and brand follow advertising law where the post is seen (in the US, the FTC's rules). Some categories can't be promoted as paid partnerships in some regions; see below. X's head of product, Nikita Bier, said at launch that "undisclosed promotions hurt the integrity of the product and lead people to distrust the content they read on X."

## What can't be promoted as a paid partnership on X?

Under X's Paid Partnerships Policy, as reported when the labels launched in March 2026:

| Region | Not allowed as a paid partnership |
| --- | --- |
| United Kingdom, European Union, Australia | Financial products, services or opportunities: loans, investment services, crypto, buy now pay later, and gambling (including lotteries and sports betting) |
| Elsewhere, including the US | These categories aren't banned globally; they're allowed as labelled paid partnerships, subject to local law and, in the US, FTC disclosure rules |

The paid-partnership rules are separate from X's advertising policies, which have their own country-by-country restrictions. Posting about finance or crypto without a commercial arrangement isn't affected.

## Do influencers have to disclose sponsored posts?

Yes. In the US, the FTC's Endorsement Guides require you to disclose any "material connection" to a brand you post about: payment, free products, discounts, a family or business relationship. The FTC's guidance for influencers is to disclose "everywhere you endorse the product". Brands share the responsibility, so most brand agreements require it too.

## What counts as a paid partnership that needs disclosure?

- A post you were paid to make, including with a commission or affiliate link.
- A post about a product you got free, even if you weren't asked to post.
- Posts where you got a discount, a trip, early access or another perk from the brand.
- Posts about a company you work for, own or have a business relationship with.

If in doubt, disclose. The FTC notes that very small freebies may not need a disclosure, but says "It's always safer to disclose".

## Do gifted products need to be disclosed?

Yes. The FTC says it doesn't matter whether the brand ships the item to you, gives you a code, or gives you money to buy it. "Gifted" alone is likely to be ambiguous; "Gifted by [brand]" should be enough when all you received was a free product, and #ad works for both paid and gifted posts.

## Is #ad enough for FTC disclosure?

Usually, if it's placed well. The FTC says starting a post with "Ad:", "Paid ad", "#ad", "Advertising:" or "Advertisement" would likely be effective, and that "#ad", "Ad:" and "ad" at the beginning of a post are probably all equal. "Sponsored" may work too, though "Sponsored by [brand]" is clearer.

What makes a disclosure fail is placement and wording:

| Works | Doesn't work |
| --- | --- |
| "#ad" or "Ad:" at the start of the post | #ad at the end of a long post, mixed into other hashtags |
| "Paid partnership with [brand]" | Vague tags such as #ambassador, #comped or #hosted, or run-together tags |
| Disclosure in the post itself | Disclosure only in a reply, comment or your bio |
| A disclosure in every sponsored post | One disclosure on your profile for all posts |

For short formats like X, the FTC suggests "Ad" if space is tight; "Paid post by [brand]" is clearer and only a few characters longer.

## Is X's Paid partnership label enough?

It's what X expects, so always use it, and add your own disclosure as well. X launched the Paid partnership label in March 2026: switch on the content disclosure setting when you post and the label appears below the post; if you forgot, you can add it afterwards from the post's menu. X presents the label as the way to disclose without hashtags in the text, and its paid partnerships policy expects it on paid posts.

But the FTC's position on platform tools is that they're "no guarantee" of an effective disclosure, that responsibility "rests with the influencer and the brand – not the platform," and that "it's always best to add your own disclosure even if a platform offers its own disclosure tool". So on X, do both: **the Paid partnership label, plus #ad or "Ad:" at the start of the text.**

## Who is liable for an undisclosed sponsored post, the creator or the brand?

Both can be. The FTC says its enforcement focus is usually on advertisers and their agencies, but action against an individual influencer can be appropriate in some circumstances. Brands are responsible for what others do on their behalf, so they're expected to tell creators to disclose and to check that they do.

## What is the penalty for not disclosing a sponsored post?

In the US, the FTC can bring enforcement actions against brands and, in some cases, influencers. Companies that have received the FTC's Notice of Penalty Offenses on endorsements and then break the rules can face civil penalties of more than $50,000 per violation. On X, undisclosed paid promotions also break the platform's rules and can lead to action on your account.

## Do FTC rules apply to creators outside the US?

If US consumers are likely to see the post, yes. The FTC says that if it's "reasonably foreseeable" that your content will be seen by and affect US consumers, US law applies. Other countries have their own advertising rules as well, so a clear #ad at the start is the safest default everywhere.

## How Transformer handles disclosure

Transformer is the agentic influencer marketplace: real creators, paid on verified posts. Run it from the dashboard or from your agent.

- **Every offer is a paid partnership on X.** Verification requires X's **Paid partnership label** on the post: turn it on in X's composer under Content disclosure, or add it afterwards from the post's ••• menu. A post without it is rejected with a note telling you where the toggle is.
- **#ad in the text is optional for verification,** but it's still a good idea: the FTC recommends adding your own disclosure even when a platform has a built-in tool.
- **Payment protection:** the brand pays before you post, and the payment is released to you (80%) once the post is verified.

[Sign up](/login?signin=signup) with X to get offers.

## FAQ

### Do influencers have to disclose sponsored posts?
Yes. In the US, the FTC requires disclosure of any material connection to a brand, such as payment, free products or a business relationship, in every post that endorses it.

### Is #ad sufficient for FTC disclosure?
Usually, when it's at the start of the post. The FTC says "#ad", "Ad:" or "ad" at the beginning of a post are probably all equal. At the end of a long post, or mixed into other hashtags, it's easy to miss.

### Is the paid partnership label enough for disclosure on X?
It's what X requires, but the FTC says platform tools are "no guarantee" of an effective disclosure and recommends adding your own. Use X's Paid partnership label, and put #ad or "Ad:" at the start of the post as well.

### Do gifted products need to be disclosed?
Yes, however you received them. "Gifted by [brand]" or #ad works; "gifted" alone may be ambiguous.

### Do free products received from brands need to be disclosed?
Yes. The FTC says a free product is a material connection however it arrived (shipped, a code, or money to buy it), so disclose it in every post that mentions the brand. "Gifted by [brand]" or #ad works.

### Is it allowed to pay creators to post on X?
Yes. X allows paid partnerships when the post carries X's Paid partnership label and follows advertising law where it's seen. In the UK, EU and Australia, financial products (loans, investments, crypto, buy now pay later) and gambling can't be promoted as paid partnerships.

### Can you do paid crypto or gambling promotions on X?
Not as paid partnerships in the UK, EU or Australia, under X's Paid Partnerships Policy. Elsewhere, including the US, they're allowed with the Paid partnership label, subject to local law and FTC disclosure rules.

### Who is liable for an undisclosed sponsored post?
Both the brand and the creator can be. The FTC usually focuses on advertisers, but can act against individual influencers in some circumstances.

### Do FTC rules apply to creators outside the US?
Yes, when it's reasonably foreseeable that US consumers will see and be affected by the post.

## Sources

- [FTC: Endorsement Guides, what people are asking](https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking)
- [FTC: Disclosures 101 for Social Media Influencers](https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers)
- [FTC: Notices of Penalty Offenses](https://www.ftc.gov/enforcement/penalty-offenses)
- [TechCrunch: X adds Paid Partnership labels for creators (March 2026)](https://techcrunch.com/2026/03/02/x-ads-paid-partnership-labels-for-creators-so-they-can-ditch-the-hashtags/)
- [Payment Expert: X bans crypto and financial influencer partnerships in UK and EU (March 2026)](https://paymentexpert.com/2026/03/03/x-bans-crypto-partnerships/)
- [CCN: X adds Paid Partnership labels, allowing crypto deals outside EU, UK, Australia (March 2026)](https://www.ccn.com/news/crypto/x-paid-partnership-labels-crypto-eu-uk-australia-ban/)
- [X: Paid Partnerships Policy](https://help.x.com/en/rules-and-policies/paid-partnerships-policy)