YouTube ad policy tightened up after backlash from brands

Publishers must now hit 10,000 total channel views before YouTube will allow them to serve advertising alongside their content.

YouTube ad policy

YouTube has announced that it will no longer allow ads to appear on channels that have fewer than 10,000 total views.

Several big brands, including Coca-Cola, Starbucks, General Motors and Walmart, pulled advertising from the platform after their ads were served next to content of a racist nature.

YouTube apologised, but the negative coverage was widespread and owner Google was even summoned to explain itself by the British government.

YouTube account owners could previously apply to run ads next to their videos with relative ease via the YouTube Partner Program. But this made monetising the platform a relatively straightforward task for publishers who would simply re-upload content they didn’t own.

It also enabled publishers of dubious content to make money from advertising, with the brands involved having no way of telling what kind of content their ads were being served next to.

The Guardian, however, reported its ads had appeared alongside videos of American white nationalists, a hate preacher banned in the UK and a controversial Islamist preacher.

READ MORE: 5 of the most imaginative YouTube campaigns

In announcing the new measures, Google stopped short of referencing the kind of content that had sparked the backlash. But in a post on the YouTube Creator Blog, Google spelt out its new threshold.

The post said: “After a creator hits 10k lifetime views on their channel, we’ll review their activity against our policies. If everything looks good, we’ll bring this channel into YPP and begin serving ads against their content. Together these new thresholds will help ensure revenue only flows to creators who are playing by the rules.”

The new measures won’t necessarily prevent all questionable content from reaching the threshold; a quick search reveals several white supremacy channels that have far exceeded 10,000 total video views.

However, the process will drastically reduce the number of channels YouTube will have to run through its review process, in theory making the selection process more efficient and more in line with the platform’s guidelines.

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1 comment

  1. farah naaz Reply

    I own a you-tube channel it`s called thirdworldwonders and i have not yet achieved 200 views till now. But it`s sad to hear this news that you- tube ad policy has tightened up and now strict rules are being applied. Now we need to say gone are the days where everything was so easy for you- tubers.

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