X adds ‘Paid Partnership’ labels so users can more easily identify ads

X is rolling out a built-in “Paid Partnership” label that creators can apply to sponsored posts, replacing the hashtag workarounds they’ve had to rely on until now. The feature, by the platform’s head of product Nikita Bier, adds a toggle that places a disclosure label directly below a post’s content. It can also be applied retroactively.

The label is meant to help creators comply with years-old requiring clear disclosure of sponsored content. The agency reminding influencers about this requirement in 2017, and a disclosure feature that same year. Without a native tool, X creators had been left to use hashtags like #ad and #paidpartnership.

X has been trying to court creators for some time with tools like and creator , but the platform still struggles with major image issues following a string of scandals like . The Elon Musk-owned platform is under investigation both and for the AI agent’s behavior.