YouTube Details New “Ad-Friendly” Guidelines

YouTube has revealed new guidelines for content that is eligible for advertising, taking a “tougher stance” on inappropriate videos.

The streaming website is responding to advertisers who want to avoid being associated with videos featuring family-entertainment characters “engaged in violent, sexual, vile or otherwise inappropriate behavior, even if done for comedic or satirical purposes.” The site is also cracking down on creators being able to profit from hateful, incendiary and demeaning content.

“In March we provided an update to changes we’re making to address advertiser concerns around where their advertisements are placed,” wrote Ariel Bardin, the VP of product management, in a YouTube Creator Blog post published yesterday. “Since then, we’ve held thousands of productive conversations with advertisers, and implemented additional controls to restore advertiser confidence. As a result, many advertisers have resumed their media campaigns on YouTube, leading creator revenue to return to a better and more stable state. We know that revenue fluctuations have been unsettling and want to reassure you that we’re working closely with our advertising partners to make sure that YouTube continues to be a great place for creators to earn money.

“We recognize there is still more work to do. We know we have to improve our communications to you, our creators. We also need to meet our commitment to our advertisers by ensuring their ads only appear against the content they think is suitable for their brands.”

Bardin added: “While it remains the case that videos that comply with our Terms of Service and Community Guidelines can remain on the platform, our advertiser-friendly content guidelines focus on what is specifically eligible for advertising. Content that does not comply with AdSense Policies and our ad-friendly guidelines will not be eligible for advertising.”