Elon Musk has identified a new target for reform: hashtags in advertisements. In a move that marks yet another distinctive shift under his leadership, X will no longer allow hashtags in paid promotions.

Musk’s rationale for this change is simple. He describes hashtags as an “esthetic nightmare,” a characterization that cuts straight to his apparent vision for a cleaner, more visually appealing advertising experience on X.

The functional impact of this change on X’s advertising ecosystem remains uncertain. Hashtags have traditionally served as a fundamental tool for advertisers seeking to increase engagement and expand their reach to relevant audiences. They function as both organizational systems and discovery mechanisms, helping content find its way to users interested in specific topics or trends.

For now, the ban applies only to ads, not to regular user posts. For now, individual users can continue hashtagging to their heart’s content, though Musk’s previous comments suggesting people stop using them entirely hint that broader restrictions might be on the horizon.

The phrase “for now” carries particular weight when discussing any X policy, given the platform’s propensity for rapid and sometimes unexpected changes.

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