Starting June 27, advertisers on X (formerly Twitter) will no longer be allowed to use hashtags in paid promotions. The decision, announced by Elon Musk, comes as part of a broader push to clean up the visual clutter in ads. Musk described hashtags in promotional content as an "esthetic nightmare". This restriction applies only to sponsored posts—regular users can continue using hashtags in their content as usual. The move marks another shift in how the platform wants ads to appear and perform, potentially forcing brands to rethink how they drive engagement without relying on trending tags.
Musk, who owns X, announced the update in a post, stating that “Starting tomorrow, the esthetic nightmare that is hashtags will be banned from ads on 𝕏.”
On X, advertisers often use targeted and relevant hashtags to align their messaging with specific audiences. Branded hashtags are also a common tool—helping boost visibility, drive engagement, and encourage users to share content around a campaign. With the new ban in place for sponsored posts, marketers may have to rethink how they spark organic interaction and brand recall without relying on these once-essential tools.
Despite the upcoming ban on hashtags in paid ads, X’s AI assistant Grok clarified that hashtags remain effective for regular user posts.
In response to a user query, Grok advised using one or two relevant hashtags to improve visibility and engagement—without making the content appear spammy. The AI also suggested rotating hashtags regularly, engaging with active communities, and timing posts strategically to increase reach. While Elon Musk has criticised hashtags in advertising, Grok noted that they still serve a purpose in organic content.
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