New advertising policy of X

Head of product direction of social network X Nikita Bir announced significant changes in the policy of paid content placement. According to him, the company reviewed the list of industries that were previously subject to restrictions and removed from the list of prohibited categories “financial products”, “cryptocurrencies” and “gambling”. This means that representatives of these sectors received official permission to use paid promotion tools inside the platform.

Nikita Bir clarified that X “does not execute transactions and does not act as a broker” and “only creates tools for working with financial data and links”.

Previously, projects related to digital assets and investment products faced strict restrictions on advertising and sponsored content. The new policy opens up the possibility for cryptocurrency protocols, blockchain companies and related services to legally promote their products and initiatives using a special sponsored label. This format implies transparent indication of the commercial nature of the publication and formally removes placement from the “grey zone”.

In essence, the platform is taking a step toward normalizing the presence of the crypto industry in the media space. For the market, this may mean growth of marketing activity, increased competition for audience attention and higher advertising spending. This is especially relevant against the backdrop of tightening regulation of digital assets in a number of jurisdictions where access to traditional promotion channels remains limited.

At the same time, the function remains unavailable in the territory of the European Union and the United Kingdom. The restriction is related to existing regulatory requirements in the field of financial advertising and consumer protection. Compliance with these rules, as Bir emphasized, is the responsibility of advertisers themselves. In other words, responsibility for correct geographic campaign settings and compliance with local legislation lies with the companies placing the ads.

Thus, X is formally removing part of the internal barriers for the crypto and financial sector but is transferring legal risks to market participants. This creates a more flexible but at the same time more demanding environment, where the key factor becomes compliance and business readiness to independently take regional restrictions into account.