X restricts usage of emojis for advertisers

X (formerly known as Twitter) has released updated advertising guidelines, outlining stricter requirements for ad consistency, creative quality, and landing page standards across its monetisation and paid advertising platforms.

According to a policy document published by the company, the changes aim to ensure that users have a “positive experience” while interacting with advertisements on the platform. The updated rules cover several components of an ad, including language, imagery, formatting, and behavior.

Ad Content Must Align with Brand Messaging. The platform now requires all components of an advertisement- including the creative, copy, visuals, and call-to-action- to be consistent with the brand or product being promoted. Misleading or unrelated content is discouraged under the new guidelines.

To improve editorial quality, the platform mandates the use of proper grammar and spelling in all ad text. The platform advises against punctuation mistakes, excessive capitalisation, and the use of symbols. Hashtags are not allowed in ads, and the use of emojis is limited to one per ad, with an exception made for ads targeting only Japan and/or Korea.

The company also outlined what it calls 'gimmick' visuals as problematic. Ads that include excessively cropped, low-quality, or difficult-to-decipher images and videos may be rejected. X explicitly prohibits media containing aggressive flashing, sudden loud sounds, or other forms of disruptive content.

Advertisers are required to ensure that landing pages are relevant to the advertised content. According to the statement, “The landing page’s primary purpose cannot be advertising; it should be directly relevant to what is being advertised in the ad creative.” X also requires that landing pages must be functional, free of disruptive pop-ups, and comply with broader ad policies, including those related to security and downloads.

X emphasised that advertisers are responsible for all their promoted content and must comply with relevant consumer protection laws and advertising regulations. Advertisers whose accounts or individual posts are under review can check the status or request expedited handling by logging into the ads portal at ads.x.com  and submitting a support ticket through the Help section.

The policy changes reflect X’s stated commitment to maintaining advertising standards that are both transparent and user-friendly.