YouTube is vetting videos and warning creators when their content is not ad friendly in an attempt to keep brands safe from controversy- upsetting many video creators in the process.
The move means that popular YouTube stars are being told that video are no longer receiving ad revenue because they contain “content that might not be appropriate for advertising”.
Creators on the platform have expressed discontent over the changes.
The guidelines on being “advertiser friendly” (you can see the full policy in the update below) include things like avoiding “vulgar language” and “controversial subjects … including subjects relating to war, political conflicts [and] natural disasters”.
The flaggings started getting widespread attention after YouTube host Philip DeFranco posted a video called “YouTube Is Shutting Down My Channel and I’m Not Sure What To Do.”
While the title was hyperbole, DeFranco said on Twitter that over a dozen of his videos had been flagged as inappropriate for advertising, including one dinged for “graphic content or excessive strong language.”
While saying that YouTube was within its rights to make the call, he described the system as “censorship with a different name,” because “if you do this on the regular, and you have no advertising, it’s not sustainable.”
Many other YouTubers had posted their own notices, which covered everything from LGBT history videos to skincare tutorials.
One YouTube channel, Vlogbrothers, shared the letter they received from YouTube detailing why their content was “demonetised”.
YouTube has provided an official statement, in which they say this policy is not new and nor has it significantly changed.