Friday, June 2, 2017



YouTube updates “ad friendly” guidelines, takes a stronger stance on hateful and demeaning content, and inappropriate use of family entertainment characters


YouTube: In March we provided an update to changes we’re making to address advertiser concerns around where their advertisements are placed. 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.  

New guidelines around content that’s eligible for ads

We’ve heard loud and clear from the creator community and from advertisers that YouTube needs to broaden our advertiser-friendly guidelines around a few additional types of content. We’ve responded by adding new guidelines to take a tougher stance on:

Hateful content: 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 marginalization.

Inappropriate use of family entertainment characters: Content that depicts family entertainment characters engaged in violent, sexual, vile, or otherwise inappropriate behavior, even if done for comedic or satirical purposes.

Incendiary and demeaning content: Content that is gratuitously incendiary, inflammatory, or demeaning. For example, video content that uses gratuitously disrespectful language that shames or insults an individual or group.


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.





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