YouTube‘s guidelines for ad-friendly content are changing, and creators who cover controversial topics are in line for increased revenue. Videos that touch on certain sensitive issues will now be eligible for full monetization so long as they avoid graphic depictions of those subjects.
Conor, a mononymous member of YouTube’s monetization policy team, conveyed the update through a video on the Creator Insider channel. “This week, we’re updating the advertiser-friendly guidelines to allow content focusing on what advertisers define as controversial issues — specifically abortion, self-harm, suicide and domestic and sexual abuse — to earn full ad revenue when the content is dramatized or discussed in a non-drastic manner,” Conor said.
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The original restrictions on sensitive content were tightly enforced during the 2017 Adpocalypse, when advertiser qualms about inappropriate pre-roll placements led YouTube to strengthen its grip. In the years since, creators on both sides of the political aisle have complained about perceived censorship on their videos. In particular, content related to subjects like LGBTQ+ rights and guns has been hard to monetize consistently, even in cases where those topics are merely mentioned and are not depicted in a graphic manner.
In recent months, however, YouTube’s approach to sensitive content has gone through a noticeable evolution. The platform’s moderators were reportedly told to ease up on videos that touch on divisive political, social, and cultural issues, and YouTube has also attempted to limit the role automated technology plays in demonetization decisions. In theory, enabling full monetization on a wider range of videos makes it easier for human moderators to effectively enforce platform rules and guidelines.
The current state of YouTube ads is relevant to the discussion as well. Some brands have indicated that they’re comfortable running ads on videos that could be considered “advertiser-unfriendly.” Recent editions of our Gospel Stats Weekly Brand Report have included more companies with ties to misinformation. For example, MAGA-aligned MyPillow sponsored five of the top 1,700 branded YouTube videos of the week.
Ultimately, this change isn’t really about slackening the rules — it’s about shifting responsibility for sensitive content. Another recent YouTube update added more parental controls, including the ability to prevent youth accounts from watching Shorts. YouTube still has clear guidelines for what it considers to be ad-friendly, but it also wants parents to be the moderators within their families.
