YouTube Allows Influencers, Creators to Add ‘Includes Paid Promotion’ Disclaimer

YouTube came up with a solution to the confusion over whether content from influencers is advertising.

YouTube came up with a solution to the confusion over whether content from influencers is advertising.

Product manager Muli Salem announced in a blog post that the Google-owned video site is allowing influencers and creators to add text disclaimers that appear over their videos for the first few seconds, alerting users that the video they are watching “includes paid promotion.”


Salem wrote:

YouTube creators are among the most influential voices in media today. Since brands increasingly recognize the value of the connection creators have with their fans around the world, they are investing in collaborations to reach viewers in interesting and authentic ways. At the same time, viewers appreciate transparency when brands and creators collaborate on paid promotions such as product placements, sponsorships or endorsements.

While there are a variety of ways creators can disclose paid promotions, today we are launching a new, optional video feature that adds visible text on the video for the first few seconds a viewer watches, informing viewers of a paid promotion. Creators can also choose to add this text disclosure to any existing video without losing their view count or other video metrics.

We’re excited to provide this feature in response to requests for an easy-to-use notification, but since there is no global disclosure standard, creators and brands should check and follow applicable laws as they may vary greatly by region.

Salem also provided links to the YouTube Help Center, the U.S. Federal Trade Commission, the U.K. Committee of Advertising Practice and France’s Direction générale de la concurrence, de la consommation et de la répression des fraudes (DGCCRF).

Readers: Is this a step in the right direction? David Cohen is editor of Adweek's Social Pro Daily.