Beginning on Friday, X will ban the use of hashtags in ads on the platform. Elon Musk revealed this alteration on his account, labeling hashtags as an “esthetic nightmare.”

This marks the newest phase in Musk’s rebranding of X since he took over the platform in 2022. The effect on advertisers is still unclear. For many, hashtags probably helped boost engagement and draw in more viewers. Nonetheless, some users contend that hashtags offer minimal advantages to advertisers.

Musk has formerly voiced strong views regarding hashtags. In December, the billionaire and former White House “special employee” deemed hashtags “ugly” and encouraged individuals to refrain from using them.

Regardless of the prohibition on hashtags in advertisements, regular posts may continue to include them, for the time being.