Elon Musk is making some changes to X (formerly Twitter) once again, this time banning hashtags in advertisements.
Starting June 27, advertisers on the platform will no longer be allowed to include hashtags in their paid posts. The decision, Musk says, is part of an effort to “clean up the platform” and improve the visual appeal of sponsored content.
In a brief announcement, Musk framed the change as a necessary step toward making ads look more refined and less cluttered.
He argued that hashtags, once vital for visibility and engagement, have lost much of their relevance in an age of AI-driven feeds and advanced ad targeting.
With machine learning already tailoring content to user interests, Musk believes hashtags in ads now add more noise than value.
Reactions From Users Across the Platform
Reactions to the move have been mixed. Supporters have welcomed the update, praising it as a smart design decision that will encourage better, more focused ad copy.
Some users have added that hashtags in ads often feel awkward or spammy, and removing them could lead to more polished, native-looking content.
Others pointed out that most users discover ads through algorithmic recommendations, not through hashtag engagement, making the change largely cosmetic but still beneficial.
However, critics aren’t convinced of this. Many in the digital marketing space argue that hashtags still play a key role in campaign strategies, especially when it comes to tracking performance or joining platform-wide trends.
Branded hashtags, in particular, have been a staple of large-scale promotions, challenges, and events.
Some advertisers now worry they’ll have to rethink how they structure engagement-driven campaigns on X, especially with such short notice before the change takes effect.
Despite the ban on advertisements, X clarified that hashtags will continue to be allowed in regular user posts, trending sections, and organic conversations. For now, the platform’s hashtag functionality remains untouched for non-sponsored content.
