X officially ban influencers from promoting gambling-related content through paid partnerships. Casinos, sports betting sites, lotteries, and social casinos are now categorized under the "Prohibited Industries" list for branded content, meaning creators can no longer receive compensation or incentives for such promotions.

While influencer-led paid partnerships are now banned, gambling businesses can still run traditional advertisements on X. However, these ads remain classified as "Restricted Content," requiring prior approval before any campaign can launch. Notably, physical resorts (such as those in Las Vegas) can still promote non-gambling facilities like hotels without specific prior approval.

This strategic shift aligns with efforts to enhance brand safety and diversify X’s advertiser base. It also reflects changing public sentiment; a recent YouGov survey indicated that nearly half of respondents feel celebrity endorsements make gambling brands appear less genuine. The move forces gambling operators to pivot from influencer marketing to more traditional, regulated advertising channels on the platform.