X Marks the Spot Where Ad Rules Keep Shifting

Snapshot:
X (formerly Twitter) has imposed new restrictions on advertisers, banning hashtags and limiting promoted posts to a single emoji. The platform claims the move improves ad quality, but many see it as a reflection of Elon Musk’s personal aesthetic preferences.

These updates come amid a steep decline in U.S. ad sales—nearly 60% lower than pre-Musk levels, according to The New York Times. The emoji restriction affects all regions except Japan and Korea, which remain exempt for now. Hashtags, meanwhile, were  removed entirely from ads, with Musk calling them an “esthetic nightmare.”

X claims these changes are intended to streamline ad performance and reduce distractions from calls-to-action. Yet industry experts note that some brands use emojis and hashtags strategically to boost engagement and campaign recognition. Twitter’s own former ad team had cautioned against hashtag overuse, but had never outright banned them.

Advertisers are now left guessing whether these policies are data-driven or just whims from the top. With revenue in freefall and user frustration mounting, the real question is whether X’s crackdown on visual flair will help its struggling ad business—or make it worse. 

Full story: Social Media Today - New York Times