High-profile hijinks from folks like Logan Paul have put YouTube on notice, again.

Worried about viewer and advertiser backlash, they’re unveiling extra ways they may handle future breaches.

Same priorities

A Creator Blog post from Ariel Bardin—YouTube’s Vice President of Product Management—puts the new rules into context as ‘preventing harm to the broader YouTube community’.

So, YouTube’s devised new options to punish ‘channels [that] upload videos that result in widespread harm to our community of creators, viewers and advertisers.’

By disincentivising undesirable Creator behaviour, they hope to improve perceptions of the broader Creator community, thereby increasing confidence in YouTube as a reliable advertising platform.

New recourse

Three new potential actions include:

• Removing a channel from ‘Google Preferred’ line-up and dropping YouTube Original content.
• Suspending access to the YouTube Partner Program, creator support and YouTube Spaces, thereby halting the ability to earn revenue.
• Removing eligibility to be recommended on YouTube—ineligible videos and channels will not appear on the ‘trending’ tab nor ‘watch next’ lists.

Top targets

The new rules target videos that feature heinous pranks, or those which traumatise people, promote violence or hate, demonstrate cruelty, or sensationalise the pain of others.

Under the new order, these will not be considered justified in the attempt to gain views or subscribers.

Is YouTube doing enough to regulate user-uploaded content? Are you now confident that you can advertise on YouTube without the risk of incurring unwanted brand associations?

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