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Poker players and gambling content creators may be facing another digital hurdle.

Twitter — now operating as X — has introduced a policy banning paid partnerships between creators and third-party brands. While traditional advertising remains intact, influencers can no longer promote products or services in exchange for compensation.

For poker pros and ambassadors who rely on sponsorship deals and affiliate marketing, the change could significantly reshape how they operate on the platform.

What Counts as a Paid Partnership?

According to the updated policy, a paid partnership involves compensation or incentives from a third-party brand in exchange for promotion. The restrictions apply when:

• A creator receives monetary payment or in-kind benefits to promote a product

• Products or services are gifted for promotional purposes

• Affiliate links or bonus codes generate commission

• A user holds a formal commercial agreement, such as a brand ambassador role

In practical terms, creators can no longer post content they profit from — at least not directly.

Notably, gambling content itself is not banned. A poker player can still discuss strategy, share hands, or comment on industry news. The issue arises when promotional elements enter the equation.

That means affiliate links, bonus codes, or direct endorsements of poker platforms may now violate policy.

Poker Ambassadors in a Tough Spot

For many professional players, ambassador deals form a meaningful portion of their income. Promoting a poker site through referral links or exclusive sign-up bonuses has long been standard practice.

Under the new rules, those posts may no longer be allowed.

Vloggers could also face scrutiny if they share videos containing sponsor plugs, promotional segments, or branded integrations. Even labeling content as “ad” or “sponsored” won’t bypass the restriction — the policy explicitly prohibits commercial promotion in these forms.

Violations can lead to removed posts or even account suspensions, depending on severity and prior infractions.

Following YouTube’s Lead

The shift mirrors similar enforcement trends at YouTube, which has tightened its rules around gambling-related content. The platform restricts links to gambling sites that aren’t certified under its guidelines.

Those policies have already impacted poker creators. Brad Owen saw one of his channels suspended, while Daniel Negreanu experienced noticeable viewership drops during his WSOP Online streams.

Now, with X adopting stricter partnership rules, poker personalities face parallel challenges across two of the industry’s most important social platforms.

A Changing Landscape for Gambling Content

The broader gambling space — including sports betting, social casinos, and online poker — appears firmly in regulators’ and platforms’ crosshairs. While organic discussion remains permissible, monetizing that discussion through affiliate structures is becoming increasingly complicated.

For poker creators who’ve built brands around sponsorships and promotional partnerships, adaptation may be necessary. Whether that means shifting focus to alternative platforms, restructuring deals, or leaning more heavily into non-promotional content remains to be seen.

One thing is clear: the digital marketing environment for poker professionals continues to evolve — and not necessarily in their favor.