How to disclose a sponsored post on X (Twitter)

When a post counts as a paid partnership

X treats a post as a paid partnership when a brand gives you something to promote its product. That includes when:

• the product was gifted to you by or for the brand;
• you're paid for the post — in money or in kind;
• you earn a commission from sales (affiliate links, discount codes);
• you have a commercial agreement with the brand, for example as an ambassador.

The FTC's rule is the same idea: disclose any financial, employment, personal or family relationship with the brand. Free or discounted products count too — even if the brand didn't ask you to mention them.

How to turn on the Paid partnership label

1. Write your post as usual.
2. Open the post's Content Disclosure settings in the composer.
3. Turn the toggle on and indicate the post is on behalf of a third party.
4. Post. X shows a "Paid partnership" label on the post.

Forgot? You can add it to a post that's already live from the post's menu ("Add content disclosure").

X's policy says organic paid posts must have this disclosure turned on. Anything you write in the post — #ad, the brand's name — goes on top of the label, not instead of it.

Should you still write #ad?

Yes. The FTC says: "Don't assume that a platform's disclosure tool is good enough" — use it together with your own clear disclosure:

• Put it where nobody can miss it — the start of the post is safest: "Ad:", "#ad" or "Sponsored". At the end of a long post or behind "Show more", it gets missed.
• Use plain words. "sp", "spon", "collab", a bare "thanks" or "ambassador" are too vague.
• Don't hide it in a pile of hashtags at the end, or only in your bio.
• In a video, say it and show it in the video itself.
• Write it in the same language as the post.

Make the product clear in the post itself

X requires that the product, service or call to action is clear without clicking any link. A post that only says "check this out" with a link isn't enough.

What you can't promote in paid partnerships

X doesn't allow these in paid partnerships anywhere:

• adult products and services;
• alcohol;
• contraceptives;
• dating and marriage services;
• drugs and drug-related products, including CBD;
• political, geopolitical and social issues or crises used for commercial purposes;
• health and wellness supplements;
• pharmaceuticals and medical services;
• tobacco and vapes;
• weapons;
• weight-loss products and content.

By country:

• EU, UK, Australia: no financial products, services or opportunities — loans, investment services, crypto, buy-now-pay-later — and no gambling.
• Brazil: no gambling.
• UK: posts with any commercial intent — including your own brand, if you have a stake in it — need a disclosure; see the CAP/CMA "Influencers' guide to making clear that ads are ads".

X's policy doesn't say whether these country rules are about where you live or where your audience is. If either is in one of these countries, assume the rule applies.

X may grant exceptions case by case through its sales team.

Stay honest about the product

The FTC also expects endorsements to be real:

• Don't talk about experience with a product you haven't tried.
• If you didn't like it, don't say it's great.
• Don't make claims the brand can't back up — for example health claims.

And if you live outside the U.S.: U.S. rules apply when it's reasonably foreseeable that your post reaches U.S. consumers.

What happens if you don't disclose

X can ask you to delete the post and put your account in read-only mode for a while; repeated violations can lead to suspension, and X can act against the brand too. Anyone can report a post through X's paid partnerships reporting form — no account needed.

Checklist before you post

• Paid partnership label on (Content Disclosure → on behalf of a third party)
• "Ad:" or "#ad" at the start, in plain words
• The product and the call to action are clear without a click
• The product isn't on X's prohibited list — for your audience's country too
• You've tried it, and you say what you think

How paidpost helps

On paidpost the brand writes the post and you see a live preview before you accept, so you can check the disclosure and the product before anything goes live. When you publish, you paste the post link into the deal — with the label on.

Questions

What is the Paid partnership label on X?

A label X shows under a post that a brand paid for. You turn it on in the post's Content Disclosure settings; X requires it on paid organic posts.

Is #ad enough on X?

X requires its Paid partnership label on paid posts. The FTC recommends adding your own clear disclosure, like "#ad" at the start, on top of platform tools.

Can I add the label after posting?

Yes — from the post's menu, "Add content disclosure".

Can I promote crypto on X as a creator?

X's policy doesn't allow paid partnerships for financial products, including crypto, in the EU, the UK and Australia. It doesn't say whether that means your country or your audience's, so if either is there, assume it applies. Elsewhere, turn the label on.

Do I need to disclose free products?

Yes. Gifted products count as a paid partnership for X and as a material connection for the FTC.