You could have seen 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 prime proper.
This seems to be an up to date advert strategy for the newly rebranded app, which may make promoted posts look extra pure, and reduce their affect in-stream.
Which in all probability isn’t a major shift, although I might query whether or not this new advert show meets the FTC tips on disclosure, and certainly, if it might meet comparable specs in different areas, notably EU states.
At current, the present FTC requirements state that each one adverts should be ‘clearly and conspicuously’ signaled in-app, although earlier terminology referred to ‘clearly and prominently’, and the FTC now equates the 2 definitions. You could possibly argue that the ‘Advert’ tag is obvious sufficient on this respect, and possibly it does meet FTC tips, 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 may 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 stated that hashtags that influencers use to indicate model partnerships are often not enough, and don’t clearly talk the character of the promotional relationship.
With this in thoughts, it does look like X’s shift away from the extra distinguished ‘Promoted’ tag, which has its personal line on the backside of the publish, may come below scrutiny, and it’ll be attention-grabbing to see what the ruling is likely to 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 seems to be like X is merely experimenting with the brand new format, as a part of its broader reformation program. But it surely may result in an up to date advert show, which may enhance advert response. Or not.
We’ll preserve you up to date on any progress.
