Twitch announces guidelines to prohibit video advertisements, banner advertisements, and audio advertisements being distributed, but criticism floods



On June 6, 2023, local time, the live streaming platform `` Twitch '' announced that it would strictly limit the logos of sponsor companies displayed on the distribution.

Branded content guidelines

https://help.twitch.tv/s/article/branded-content-policy?language=en



Twitch streamers up in arms as new advertising rules limit sponsors and threaten to kill charity and esports events | GamesRadar+

https://www.gamesradar.com/twitch-streamers-up-in-arms-as-new-advertising-rules-limit-sponsors-and-threaten-to-kill-charity-and-esports-events/

Twitch defines ``game play with sponsorship'', ``unboxing videos of products with rewards'', ``sponsorships for channels'', and ``brand logos displayed on distribution'' as ``branded content''. We have announced that we will be restricting these branded content from 1st July 2023.

Starting July 1, 2023, if you create branded content for distribution on Twitch, you must use the Branded Content Disclosure Tool, your branded content meets format requirements, and the products or services you promote are permitted. It is necessary to comply with the conditions such as

◆Brand content disclosure tool
You can let the community know that your stream contains branded content by clicking 'Edit Stream Information' in Twitch's 'Broadcast Manager' and checking 'Branded Content.'



After activating branded content, you will automatically see a message in the top left corner that reads, 'Includes Paid Promotion' while streaming on Twitch.



◆ Permission or prohibition of sponsorship display
Allowed sponsorship displays while broadcasting on Twitch include the following formats:

・Introduction of the brand on the channel detail page



・Put sponsor products in the background during the stream



・Display of links to other sites that promote products



・Mention or promote sponsored products or services, or unboxing videos



・Play sponsored games



On the other hand, the following formats will be banned after July 1, 2023.

・Overlay display for brand introduction in a size exceeding 3% of the screen size



・Insert PR advertisements into the distribution



・Display banner ads, etc. within the stream



・Insert audio advertisements into broadcasts



◆ Prohibited branded content categories
In distribution on Twitch, 'products and services that promote stereotypes and slander', 'sales, advertisements and transactions of drugs, firearms, counterfeit goods, and other illegal products and services' and 'advertisement of online casinos' Acts such as ``promoting products or services that can search for personal information'' or ``promoting services that interfere with Twitch services, such as hacking, phishing, providing malware, creating fake accounts, selling Twitch accounts, etc.'' It is prohibited.

Also prohibited are the promotion of firearms, explosives, adult sexual content, tobacco, pyramid schemes, medical supplies, political content, cannabis, and other products and services. Note that alcohol products can be promoted as long as they are clearly marked as adult content.

Many negative opinions have been received regarding the update of Twitch's guidelines this time from the perspective of a decrease in advertising revenue, and Zach Bassey , who distributes on Twitch, said, ``Should I remain on Twitch in the future? I need to reconsider,' he said, 'I have never felt like this.'




Also, Zentreya , who works as a VTuber on Twitch, criticizes, ``This guideline update is really stupid because each sponsor has a different way to advertise their products and brands.''




In addition, Mr. Ninja , a famous broadcaster with more than 18 million followers on Twitch and an average of more than 10,000 viewers per week, commented on the update of the guidelines, ``Twitch is getting further and further away from what it used to be. It seems,' he points out.




In response to such criticism, Twitch acknowledged that ``the guideline update was overly broad'' and apologized for the confusion.




``We do not intend to restrict distributors from having direct relationships with sponsors, and we understand that it is an important part of how distributors make money,'' Twitch said. ``Like other video sharing services, we wanted to clarify our existing advertising policy aimed at prohibiting the embedding of ads within Twitch's distribution,'' he explained.




Twitch also said, ``The wording of the updated guidelines was irrelevant, so we plan to rewrite the guidelines to make them clearer,'' but this tweet has also been criticized.


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