X Bans Monetization for AI-Generated War Content Without Disclosure

X, the social media platform owned by Elon Musk, will temporarily suspend creators from its revenue-sharing program if they post AI-generated videos depicting armed conflicts without clear disclosure. The policy change, announced Tuesday by X’s head of product Nikita Bier, comes amid a surge of misinformation surrounding the recent U.S. And Israel strikes against Iran and escalating concerns about the potential for AI to mislead the public during times of war.

The move signals a heightened focus on authenticity and brand safety at X, particularly as the company attempts to lure back advertisers who fled the platform following Musk’s acquisition in late 2022. Ad revenue currently sits at roughly half of pre-acquisition levels, according to data from Emarketer. X is actively pitching advertisers on its ability to mitigate risks associated with AI-generated content, even as the platform continues to grapple with its own issues in this area. A recent leaked pitch deck, obtained by Adweek, highlights X’s use of Grok AI to enhance brand safety measures.

Revenue Sharing at Risk

Creators found to be violating the new policy will be barred from X’s Creator Revenue Sharing program for 90 days. Repeat offenders face permanent suspension. The program, launched in mid-2023, allows eligible creators – those with at least 500 verified followers and 5 million organic impressions in the past three months – to monetize their content based on engagement metrics. This represents a shift from earlier models that tied payouts to ad impressions, as noted in a MediaPost report. The financial impact of suspension will vary widely depending on a creator’s audience size and engagement rates, but could be substantial for those heavily reliant on X for income.

Disclosure Requirements and Detection Methods

X is implementing a straightforward disclosure process. Creators will be required to add a “Made with AI” label to videos generated using artificial intelligence through a menu option within the platform. Bier explained in a reply to a user that the label can be found under ‘Add Content Disclosures’.

Beyond relying on creator self-reporting, X intends to leverage metadata embedded within AI-generated content, combined with its Community Notes feature – a crowd-sourced fact-checking tool – to identify potentially misleading videos. This dual approach aims to proactively detect and flag content that lacks proper disclosure. The effectiveness of this system remains to be seen, particularly given the rapid evolution of AI technology and the potential for sophisticated methods to circumvent detection.

A Response to Disinformation Concerns

The policy update follows a Wired investigation that revealed a proliferation of misinformation on X related to the conflict in Iran. The report detailed instances of old videos being presented as current events, outright false claims about attacks, and the widespread sharing of AI-generated imagery, even by established news outlets like the Iranian newspaper Tehran Times. This underscores the challenges platforms face in combating the spread of false information during times of crisis.

X’s struggles with AI-generated content extend beyond the recent conflict. In late December and early January, the platform was inundated with nonconsensual deepfakes created using Grok AI, X’s own chatbot. While X subsequently adjusted its rules to limit the creation of such content, changes were deemed “far from comprehensive” by Common Sense Media, which published an AI risk assessment of Grok in January 2026. Users continue to find ways to generate problematic content through various Grok interfaces.

Broader Implications for Social Media Platforms

X’s decision to penalize creators for sharing undisclosed AI-generated war videos sets a precedent for other social media platforms grappling with similar challenges. The ease with which AI can now create realistic but fabricated content poses a significant threat to public trust and the integrity of information ecosystems. The move reflects a growing recognition that platforms have a responsibility to mitigate the risks associated with AI-generated misinformation, particularly during sensitive events like armed conflicts.

However, the effectiveness of such policies hinges on robust detection mechanisms and consistent enforcement. The reliance on both creator disclosure and automated detection systems introduces potential vulnerabilities. Creators may intentionally omit labels, while detection algorithms may struggle to identify sophisticated AI-generated content.

The Advertiser Perspective

The policy change too comes as X attempts to rebuild relationships with advertisers. The platform has faced significant revenue losses since Musk’s acquisition, largely attributed to concerns about content moderation and brand safety. By demonstrating a commitment to combating misinformation and promoting authenticity, X hopes to reassure advertisers and encourage them to return to the platform. The webinar for advertisers, as reported by Adweek, emphasized X’s brand safety capabilities and its use of Grok AI to protect brand reputation.

What’s Next

The immediate next step is the implementation and enforcement of the new policy. X will need to refine its detection methods and establish clear guidelines for determining what constitutes adequate disclosure. The platform will also likely face ongoing scrutiny from regulators and advocacy groups regarding its efforts to combat misinformation.

Looking further ahead, the evolution of AI technology will continue to present challenges for X and other social media platforms. As AI-generated content becomes increasingly sophisticated, platforms will need to invest in advanced detection tools and develop more nuanced policies to address the evolving threat landscape. The ongoing debate over platform responsibility and the regulation of AI-generated content is likely to intensify in the coming months and years.

You can find more information about X’s Creator Revenue Sharing program here. Details on the Adweek report regarding X’s pitch to advertisers are available here. The Wired investigation into misinformation on X following the Iran attacks can be found here.