June 22, 2018

YouTube faces vlogger outcry on tighter ad rules

21 January 2018, 12:25 | Sam Montgomery

YouTube announced a policy change in channel monetization rules


In the past, when the total number of subscribers to a YouTube channel reached 10,000, it was possible to carry ads according to the YouTube Partner Program (YPP) but in the future, it will be possible only when a channel hit 4,000 view hours over the past 12 months with 1,000 subscribers. The Partner Program allows users to seek monetization by tacking advertisements into their content, as well as gaining subscribers from YouTube Red, which is the platform's relatively new exclusive subscription service.

The overall changes to their policy will cut out any monetization opportunities for the smaller creators of YouTube, which make up a large percentage of YouTube's community. Ads will only run on videos that have been verified by YouTube's advertising guidelines. Theoretically, that will make it easier for YouTube to catch bad actors who aren't there to build up an audience but manipulate other users or spread false information.

In a blogpost written by two YouTube executives, chief product officer Neal Mohan and chief business officer Robert Kyncl, the company said that "99% of those affected were making less than $100 per year in the last year, with 90% earning less than $2.50 in the last month". Google plans to complete the reviews in the mid-February. A new three-tiered system will be put in place to allow brands to provide feedback on the placement of their ads. The recent removal of creator Logan Paul from the Google Preferred program following his posting of a video showing a suicide victim is just the most recent example of how YouTube is dominating the broader conversation around digital content quality.

Now petitions are being set up on to try to stop youtube from making these changes, however these petitions are very unlikely to make Google change its mind. To solve this, YouTube has begun working with Integral Ad Science (IAS) and DoubleVerify, while exploring partnerships with Openslate, comScore, and Moat also. YouTube responded by removing Paul from Google Preferred and putting all of his original projects on hold. From now onwards YouTube will be inflicting much strict criteria for the kind of videos, which can earn money within the site and will be introducing a new vetting process for the high-quality videos it proposes advertisers, as said by the company in a statement on Tuesday.

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