Last week, YouTube didn’t exactly do video producers any favors when it put new rules in place when it comes to brand-sponsored videos. However, the popular video channel isn’t exactly going on a witch hunt when it comes to seeking offenders of said rules.
Digiday is reporting that while the rules of YouTube’s policy are certainly in place (which bans creators already monetizing their content through YouTube ads from inserting graphic title cards with their sponsors or product logos), they’re not actively seeking out those that are violating these rules – at least, for the time being.
The source who leaked the decision stated, “YouTube is not policing this policy yet unless they receive a complaint about the video, (though) that may change. But basically, using a brand logo as part of a paid placement or paid integration is a no-no unless the brand buys 100 percent share of voice on the video.”
So, until enforcement becomes wider, video overlays with sponsor logos can continue to be used in videos. However, such clips could be taken down once it does eventually kick in. Not to mention that competitors could easily place a complaint that would force YouTube to act.
For the time being, the company had no official comment on the enforcement plan, only that the rules were still in place.
The source also noted that users could still utilize brand-related hashtags in their videos, and those who weren’t being paid by sponsors could still use brand logos in their videos.
“If I were a creator, I would probably err on the side of caution,” said Paul Verna, a senior analyst for eMarketer. “There’s a lot they can still do and play by the rules…the lines have been shifted a little bit but not completely redrawn.”
One of the agents who has several clients on YouTube stated that they haven’t seen any issues with the distribution of branded content, although this could be subject to change.
So, with the policy in place, there’s still question – but it doesn’t look like the company’s charging out with pitchfork in hand. “A rule is only as good as how much it’s being enforced,” explained Verna. “But then again, it could pivot at any point. That’s the risk that all these creators take when they choose to participate in this ecosystem. Ultimate, it’s someone else’s platform, and the platform can do whatever it wants.”
