You’ll have observed a change in the ads displayed in the X app of late, with the common ‘Promoted’ signifier disappearing from the underside of the publish, and changed, as a substitute, 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 might make promoted posts look extra pure, and reduce their impression in-stream.
Which most likely isn’t a big shift, although I’d 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 requirements state that every one adverts have to be ‘clearly and conspicuously’ signaled in-app, although earlier terminology referred to ‘clearly and prominently’, and the FTC now equates the 2 definitions. You might argue that the ‘Advert’ tag is obvious sufficient on this respect, and possibly it does meet FTC pointers, however Google, for instance, has come under scrutiny in times past 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 might see it get one other look from FTC analysts, particularly once you additionally think about the FTC’s ongoing push to get on-line influencers to extra clearly state their model affiliations on paid partnerships.
Specifically, the FTC has mentioned that hashtags that influencers use to suggest model partnerships are often not enough, 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 beneath scrutiny, and it’ll be attention-grabbing to see what the ruling could be on this shift.
And as famous, that’s earlier than you think about potential challenges in different areas, and the way regulators in these areas may view the change.
At this stage, it appears to be like 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 preserve you up to date on any progress.