Viral hate messages will be less profitable in future, thanks to a revision of YouTube’s Advertiser-friendly content guidelines.

Response to criticism

In recent times, YouTube has come under fire for its failure to monitor content. In some circumstances, this has led to advertisers’ brands being set alongside content that they did not want to be associated with.

In response, YouTube has rewritten its content standards to lead content creators in the right direction by their hip pocket.  Under new guidelines, content deemed ‘hateful’ will be ineligible for advertising earnings via the platform.

Defining hate

On their Creator Blog, YouTube has defined ‘hateful’ as:

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.

Family friendly future?

Also now banned from receiving ad moneys are ‘gratuitously incendiary, inflammatory, or demeaning’ and ‘content that depicts family entertainment characters engaged in… inappropriate behaviour.’

Taken together, these new content standards may give advertisers renewed confidence in YouTube as a place their brands are safe and secure.

Does YouTube’s new ad-friendly content outlook increase your confidence in the platform? Or, are the new restrictions just a wowser-reaction?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.