At least on X, the ceaseless celebrity social media ads promoting online sports betting and sweepstakes casinos are ending.

The world's richest man, Elon Musk, is the primary owner of X, a subsidiary of xAI, which recently changed its Paid Partnerships Policy to exclude gambling goods and services.

According to X, paid partnerships are when a third-party brand pays or incentivizes a user—such as an influencer or content creator—to promote their goods or services.

Lotteries, social casinos, sports betting, and other gambling-related goods and services are now listed as prohibited industries. Along with alcohol, narcotics, dating and marriage services, tobacco, firearms, and weight loss items, the industry is also prohibited.

 

Advertisements for Gambling May Continue 

It's important to note that casinos and other gambling organizations can still promote their goods and services on X, even though Drake will no longer be able to sell online gambling to his millions of followers. They can no longer pay X users to manage the marketing, which is a shift.

However, according to X's Advertising Policies, gambling is still considered Restricted Content. Therefore, before starting the advertising campaign, all gaming advertisements must obtain preauthorization from X.

Online and physical casinos, sports betting, fantasy sports, lotteries, and websites that provide gambling game tips or handicapping are all covered by the policy. As long as the emphasis is on the hotel or non-gaming attractions rather than the casino, a Las Vegas casino may advertise its resort without prior authorization.

In 2025, X's US advertising revenue was projected to be $1.31 billion, while its worldwide sales revenue was close to $2.3 billion. According to reports, X is concentrating on getting small and medium-sized companies to advertise, something the platform has previously had trouble obtaining. 

 

Are Celebrity Advertisements Paying?

Celebrity endorsements of gambling items may not be the greatest option for gambling enterprises, according to a report published last month by Casino.org. According to a YouGov study, almost half of respondents said that utilizing a celebrity to promote a sportsbook or casino made the company appear "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 Purchase 

In a deal announced on April 14, 2022, Musk acquired X, which was then known as Twitter. On October 27 of that year, the deal concluded.

When Musk announced his $44 billion acquisition of Twitter, he was the company's biggest shareholder. Musk stated that he purchased the business to protect free expression and create a permanent "digital town square."

"The bird is freed,” Musk said after closing, referencing that conservative users and thought had been censored by the previous management.