X Ads to Stop Supporting Hashtags from June 27, 2025
Starting June 27, 2025, X (formerly Twitter) will no longer allow hashtags in ad campaigns. Ads containing hashtags will stop being served after 12:00 AM PDT on that date. Campaigns that do not use hashtags will continue to run without any issues.
How Will Old and New Ads Be Affected?
Old Ads with Hashtags: These will stop running after the deadline. If you have active campaigns with hashtags, you must replace them with new versions that exclude hashtags to ensure they continue serving.
New Ads Going Forward: Avoid using hashtags in your creatives. Ads must be submitted without hashtags to be approved and delivered by the platform.
Branded visual features like hashfetti and custom likes will still appear on posts but cannot be promoted if hashtags are included.
Why This Change?
X’s recommendation engine, powered by xAI, now personalizes content without needing hashtags. The platform believes this will improve engagement and ad performance by relying more on AI and less on manual tagging.
What You Should Do
Audit your current campaigns for hashtags.
Update creatives by removing hashtags and resubmitting them.
Avoid hashtags in any new ad submissions.
Note: X is shifting towards AI-driven advertising. Hashtags will still work in organic content, but in paid campaigns they will stop working.