X has formally updated its rules to allow pornographic material to be posted to its site, provided it is properly labeled. The company announced the change on Monday, stating, “We have launched Adult Content and Violent Content policies to bring more clarity of our Rules and transparency into enforcement of these areas. These policies replace our former Sensitive Media and Violent Speech policies – but what we enforce against hasn’t changed.” It stated that adult content “covers our approach to sharing consensual sexual content and adult nudity.” The policy will require those posting explicit material to place it behind content warning (sometimes referred to as Not Safe For Work or NSFW). “If you regularly post adult content on X, we ask that you please adjust your media settings. Doing so places all your images and videos behind a content warning that needs to be acknowledged before your media can be viewed.” Any images without content warnings can be flagged by X users.

The policy also applies to AI-generated images and animations. Users who are under 18 or do not provide a birth year on their profile will automatically be unable to view posts that have been marked for adult content. X also still prohibits exploitative and nonconsensual materials. Prior to being rebranded as X, Twitter had also permitted adult content, with Reuters reporting that about 13% of material on X was explicit. The move differentiates it from Meta, TikTok, and YouTube, which have very restrictive policies on sexual content. “We believe that users should be able to create, distribute, and consume material related to sexual themes as long as it is consensually produced and distributed. Sexual expression, whether visual or written, can be a legitimate form of artistic expression,” the platform affirmed. “We believe in the autonomy of adults to engage with and create content that reflects their own beliefs, desires, and experiences, including those related to sexuality.”

The move appears to be an attempt to draw in more revenue from content creators whose material might otherwise be prohibited on other platforms. Brooke Erin Duffy, associate professor of communication at Cornell University stated the change aligned with the company’s rebranding after Elon Musk’s take over. “The platform’s move to allow ‘adult content’ dovetails well with the company’s post-Musk marketing strategy. X is unapologetically provocative and has sought to distinguish itself from ‘brand safe’ competitors.” Not everyone is happy with the change. Several users responded to the announcement with dismay. “Please consider removing adult content from this platform,” wrote one user. “There is no reason for it to be allowed in the digital town square.” Southern Baptist Convention president Bart Barber announced he would be stepping away from the platform. “I’m staying on X through the end of the SBC Annual Meeting, but with the recent pornography announcement, as well as with a need for a more quiet life for me for at least a while, I’ll be stepping back from this platform starting June 12,” he wrote. Canadian pro-life activist Katie Somers indicated she felt betrayed. “I feel really angry that I defended Elon Musk’s takeover of X, and in return he’s gone and made it a porn site.”