Until recently, there has been no real control as to which videos the companies can place their advertisements on based on the videos' actual content, resulting in the placement of otherwise wholesome product endorsements and government ads to videos with inappropriate content such as extremist videos or those that display highly sensitive issues such as suicide.
Following YouTube's latest headline-making flare-up (the Logan Paul incident, which everyone has read about by now), YouTube had no choice but to crack down severely on which channels can earn money from ads. Now, channels will need to have at least 1,000 subscribers, and 4,000 hours of watch time within the past 12 months - on top of the 10,000 views - to become eligible for ads on their content.
Alphabet Inc's Google is making its second attempt in less than a year to protect advertisers on its YouTube user channels from being associated with videos featuring violence, gore or bad language. "Since then, they've improved their policies tremendously, which is reflected in the newest shift towards content review", said Dale Lovell, co-founder and CDO at Adyoulike. They will also be implementing a "three-tier suitability system" so that advertisers have more choices on the type of videos they want their ads to be played on.
While Google also said that the new guidelines would be applied to "existing channels" in the YouTube Partner Program, it was obvious that some of these rules virtually did not affect well-established YouTubers like Logan Paul.
Now petitions are being set up on change.org to try to stop youtube from making these changes, however these petitions are very unlikely to make Google change its mind. Before it was taken down, the video received millions of views. All in all, it points to a huge disinterest in the overall community of YouTube, especially with how much it hurts the smaller creators. Seriously, the 22-year-old vlogged himself and a group of friends walking through Japan's Aokigahara forest, or popularly known as the suicide forest. However, thousands of channels will be receiving negative effects from this change.
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. "It's easy for people to forget that monetization on YouTube is a privilege, not a right", Patrick says.