Why does X still seem to be running undisclosed ads?

The social media platform has long had an adversarial relationship with advertisers, which may be why it appears willing to blur the lines of what constitutes an ad.

If Elon Musk’s recent interview with Donald Trump on X was meant to promote Trump’s return to the platform, it appears to have been false advertising. Since the interview, Trump has only used his X account twice—once to retweet an ad for a documentary about himself, once to post a goofy AI depiction of he and Musk disco-dancing—while remaining far more active on his would-be competitor, Truth Social. The interview with Musk did herald the return of something else to X, however: scrutiny around its ad transparency.