This seems to be an up to date advert method for the newly rebranded app, which may make promoted posts look extra pure, and reduce their impression in-stream.

Which in all probability isn’t a major shift, although I’d query whether or not this new advert show meets the FTC tips on disclosure, and certainly, if it could meet related specs in different areas, notably EU states.

At current, the present FTC necessities state that each one adverts have to be ‘clearly and conspicuously’ signaled in-app, although earlier terminology referred to ‘clearly and prominently’, and the FTC now equates the 2 definitions. You might argue that the ‘Advert’ tag is evident sufficient on this respect, and possibly it does meet FTC tips, however Google, for instance, has come underneath scrutiny in instances previous over its promoted hyperlinks in Search, which haven’t all the time been as outlined for shoppers because the FTC would really like.

X’s a lot smaller, and extra conspicuous, ‘Advert’ tag may see it get one other look from FTC analysts, particularly if you additionally think about the FTC’s ongoing push to get on-line influencers to extra clearly state their model affiliations on paid partnerships.

Particularly, the FTC has mentioned that hashtags that influencers use to suggest model partnerships are typically not sufficient, and don’t clearly talk the character of the promotional relationship.

With this in thoughts, it does appear to be X’s shift away from the extra outstanding ‘Promoted’ tag, which has its personal line on the backside of the publish, may come underneath scrutiny, and it’ll be attention-grabbing to see what the ruling is likely to be on this shift.

And as famous, that’s earlier than you think about potential challenges in different areas, and the way regulators in these areas may view the change.

At this stage, it appears to be like like X is merely experimenting with the brand new format, as a part of its broader reformation program. Nevertheless it may result in an up to date advert show, which may enhance advert response. Or not.

We’ll hold you up to date on any progress.