X Bans Gambling Partnerships, Influencers From Promoting Casinos and Sports Betting
Posted on: February 19, 2026, 11:42h.
Last updated on: February 19, 2026, 11:42h.
- X is no longer allowing gambling companies to pay users to promote their products or services
- X allows gambling firms to advertise, but campaigns need preauthorization before launching
The nonstop social media advertisements from celebrities hawking sweepstakes casinos and online sports betting are coming to an end, at least on X.
X, a subsidiary of xAI, which is primarily owned by the world’s richest man, Elon Musk, recently amended its Paid Partnerships Policy to exclude gambling products and services.
X defines paid partnerships as the involvement of a third-party brand providing compensation or incentives to a user, such as an influencer or content creator, to promote their product or service.
Gambling products and services, including lotteries, social casinos, sports betting, and other related content, are now among the list of Prohibited Industries. The sector joins sexual products and services, alcohol, drugs, dating and marriage services, tobacco, weapons, and weight loss products in being banned.
Gambling Ads Can Remain
It’s worth noting that while X will no longer allow Drake to peddle online gambling to his millions of followers, casinos and other gambling entities can still advertise their products and services on the social media platform. The change is that they can no longer pay X users to handle the marketing.
Gambling, however, remains classified as Restricted Content under X’s Advertising Policies. As such, all gambling ads must secure preauthorization from X before launching the advertising campaign.
The policy applies to online casinos, physical casinos, sports betting, fantasy sports, lotteries, and sites that offer tips or handicapping on gambling games. A Las Vegas casino can market its resort without preauthorization, so long as the focus is not on the casino but the hotel or nongaming amenities.
X’s US advertising revenue in 2025 was estimated at $1.31 billion, with revenue from global sales at nearly $2.3 billion. X is reportedly focused on attracting small- and medium-sized businesses to advertise, something the platform has historically struggled to gain.
Do Celebrity Ads Pay?
Last month, Casino.org reported that celebrity endorsements of gambling products might not be the best bet for gambling companies. A study from YouGov found that nearly half of those polled found that using a celebrity to market a casino or sportsbook makes the business seem “less authentic.”
“Celebrity endorsements may help gambling brands stand out, especially with active gamblers, but they may not guarantee a shift in brand perception or behavior. Brands should focus on aligning with the right kind of celebrity, preferably those with a direct link to sports or gambling, to keep messaging credible and effective,” the YouGov report concluded.
Musk Acquisition
Musk bought X, then known as Twitter, in a deal announced on April 14, 2022. The transaction closed on Oct. 27 of that year.
Musk was the largest shareholder of Twitter when he announced his $44 billion takeover of the social media platform. Musk said his buying of the company was to secure free speech and provide an everlasting “digital town square.”
The bird is freed,” Musk said after closing, referencing that conservative users and thought had been censored by the previous management.
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