have you seen a post from a brand account you don't follow show up on your X / Twitter feed?
it may be an ad that's not being disclosed
multiple users are reporting that they are being served paid ads that aren't being labeled as ads by X
read more: https://mashable.com/article/twitter-x-removes-ad-labels-for-some-users
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I am sure this is UNLAWFUL, With influencers they HAVE to disclose if they are being paid to promote a product.
