Nature, Published online: 27 February 2026; doi:10.1038/d41586-026-00441-y
“It can be about any topics at all. We see chats where someone talks about crimes or protests. It is not just greetings, it can be very dark things as well”, one of the workers says.
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The label is meant to help creators comply with years-old FTC regulations requiring clear disclosure of sponsored content. The agency sent out letters reminding influencers about this requirement in 2017, and Instagram added a disclosure feature that same year. Without a native tool, X creators had been left to use hashtags like #ad and #paidpartnership.
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