You will have seen a change in the ads displayed in the X app of late, with the common ‘Promoted’ signifier disappearing from the underside of the put up, and changed, as an alternative, by a small ‘Advert’ marker on the high proper.

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 influence 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 could meet comparable specs in different areas, significantly EU states.

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 would argue that the ‘Advert’ tag is obvious sufficient on this respect, and perhaps it does meet FTC pointers, 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 customers 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 while 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 indicate model partnerships are sometimes not sufficient, and don’t clearly talk the character of the promotional relationship.

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

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

At this stage, it seems like X is merely experimenting with the brand new format, as a part of its broader reformation program. But it surely 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.