Change applies only to paid posts-regular users can continue using hashtags as before.
Starting June 27, advertisers on X will no longer be permitted to include hashtags in sponsored posts. The update was announced by Elon Musk, who described hashtags in ads as an “esthetic nightmare” and part of the visual clutter the platform aims to eliminate from its paid content.
Importantly, this restriction applies only to advertisements. Regular users on the platform can continue using hashtags in their posts as usual.
Musk confirmed the change in a post on X, stating:
“Starting tomorrow, the esthetic nightmare that is hashtags will be banned from ads on 𝕏.”
For years, advertisers have leveraged targeted and branded hashtags to align campaigns with trending conversations, build awareness, and prompt user engagement. The removal of this feature in paid promotions may now force marketers to rethink engagement strategies-shifting focus to organic storytelling and alternative interaction methods.
Hashtags have long played a pivotal role in digital advertising-helping brands drive visibility, track campaign reach, and encourage user participation. With this update, X appears to be redefining how it wants paid promotions to look and function on the platform.
Despite the ban, X’s AI assistant Grok reassured users that hashtags continue to be effective in organic posts. In response to a user query, Grok advised including one or two relevant hashtags to enhance discoverability without appearing spammy. The assistant also recommended rotating hashtags, participating in active communities, and timing posts for maximum visibility.
While Musk’s decision reimagines the ad space on X, the platform is making it clear: hashtags still have a place-just not in ads.
