If you’re a YouTuber and creating viral content is your passion or may be even your job, then this particular article might concern you. Yesterday saw Video-sharing giant YouTube releasing a few new creator guidelines, with a special focus on clarifying what makes a video ad-friendly and expanding the list of restrictions that might make a video ineligible to earn ad revenue. The new, stricter restrictions have been applied in the light of the recent backlash that YouTube faced around brand advertising on controversial content.
Earlier this year in March, several reports emerged online claiming that a number of big companies have pulled their plug from YouTube advertising after they realised that their advertisements were appearing on YouTube videos promoting extremist, hateful and inappropriate content. Some of the big names that had severed their ties with YouTube advertising in the light of the latest finding were: Audi, L’Oreal, the UK government and Disney. But according to YouTube, it has managed to get several of these advertisers back to the website after having lengthy discussions/meetings and adding a few new controls for them.
Google-owned YouTube is hoping that by updating the guidelines that govern which YouTube videos can run ads, they will be able to satisfy both its community of vloggers and advertisers.
According to the updated guidelines, the video-sharing website won’t show advertising against any “hateful” content that promotes discrimination or disparages or humiliates an individual or group of people. In addition to this, videos that involve family entertainment characters engaging in inappropriate behavior, and those that carry messages that demean or are incendiary will also be barred from running advertisements.
Explaining what it deems as hateful content, the video sharing site clarified that according to it, any video content that promotes discrimination or disparages or humiliates an individual or group of people on the basis of the individual’s or group’s race, ethnicity, or ethnic origin, nationality, religion, disability, age, veteran status, sexual orientation, gender identity, or other characteristic associated with systematic discrimination or marginalisation will be classified as a video promoting hateful content and will be barred from running advertisements.
However, YouTube has clarified that any video which adheres to the platform’s terms and conditions can be posted on the site but videos not following the new updated guidelines won’t be eligible to earn any advertisement revenue on their content.
Showing its commitment to the issue, YouTube has in fact announced a new course in their Creator Academy that will help video creators in making content that would be appealing to the advertising community.