Have you seen the news? YouTube is over. No, not really – but YouTubers and fans of the network are not happy, and here’s why.
It all began when YouTubers Philip DeFranco tweeted out that many of his videos had been blocked from having pre-roll adverts on them.
The AdSense YouTube programme allows uploaders to make money off having adverts to the side and overlayed on their videos. However, their rules have recently changed with some odd new details.
Many YouTubers have received notifications stating their videos are no longer momentised because it is no longer ‘advertising friendly’
Advertiser-friendly content is content that’s appropriate for all audiences. It has little to no inappropriate or mature content in the video stream, thumbnail, or metadata (such as in the video title). If the video does contain inappropriate content, the context is usually newsworthy or comedic and the creator’s intent is to inform or entertain (not offend or shock).
The ruling seems to run down from someone being topless, all the way to using a curse word.
Content that is considered “not advertiser-friendly” includes according to Google, but is not limited to: Sexually suggestive content, including partial nudity and sexual humor, violence, including display of serious injury and events related to violent extremism, inappropriate language, including harassment, profanity and vulgar language.
— ️️ (@profilebutera) September 1, 2016
It also includes promotion of drugs and regulated substances, including selling, use and abuse of such items and controversial or sensitive subjects and events, including subjects related to war, political conflicts, natural disasters and tragedies, even if graphic imagery is not shown.
So pretty much anything that isn’t a make up tutorial.
YouTuber Philip DeFranco reached out to a YouTube rep for more details, and it’s not good news, with a contact telling them they’re “sticking to their guns”.
Fans have reacted angrily to the news, with the hashtag #YouTubeIsOverParty trending worldwide all over Twitter.
The Google-owned video site just last week announced it will be introducing six-second adverts – dubbed ‘bumper’ ads – before videos can be viewed.
Had a call with YouTube contact. I feel they will be sticking to their guns, but I've requested a YT Rep come on the show for an interview.
— Philip DeFranco (@PhillyD) September 1, 2016
These new videos will appear on smartphones only and cannot be skipped. Speaking about the adverts, YouTube’s Zach Lupei said “We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them.”
Atlantic Records was an early tester of this new format, using Bumpers to launch English band Rudimental’s second album. YouTube has justified the short ads by saying that recent research has shown that half of 18-49 year-olds turn to their mobile device first to watch video.
Do you think it’s an over-reaction on Google’s part, or are they just protecting their brand and advertisers?