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

Which most likely isn’t a big shift, although I might query whether or not this new advert show meets the FTC pointers on disclosure, and certainly, if it will meet related specs in different areas, notably EU areas.

At current, the present FTC necessities state that each one adverts should be ‘clearly and conspicuously’ signaled in-app, although earlier terminology referred to ‘clearly and prominently’, and the FTC now equates the 2 definitions. You could possibly argue that the ‘Advert’ tag is obvious sufficient on this respect, and possibly it does meet FTC pointers, however Google, for instance, has come below 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 might see it get one other look from FTC analysts, particularly whenever you additionally contemplate 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 distinguished ‘Promoted’ tag, which has its personal line on the backside of the publish, might come below scrutiny, and it’ll be attention-grabbing to see what the ruling is perhaps on this shift.

And as famous, that’s earlier than you contemplate potential challenges in different areas, and the way regulators in these areas would possibly view the change.

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

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