How Twitter’s Changing Promoted Tweets To Look More Like Regular Ones

Promoted Tweets are getting more subtle. Twitter has quietly removed the yellow badge from its main ad unit, hoping to to make its native advertising content look a bit more native.

The change started to roll out today on the web and mobile devices globally, a Twitter spokesperson told us, and is intended to make Promoted Tweets blend more seamlessly with Twitter content while still being clearly labeled as advertising. For compliance reasons, the purple badge for political Promoted Tweets will remain. Yellow badges will also continue to display with Promoted Trends and Promoted Accounts.

Here’s how Promoted Tweets used to look:

And here’s the new version:

This move brings Twitter’s ad labeling more inline with some of its social media competitors — including Pinterest, LinkedIn and Faceboook — who also use text to call attention to in-stream ads.