Pinterest Implements Creator Code to Ensure Positivity on Its Platform

Its first-ever Creator Fund will start out with underrepresented communities in the US

Pinterest said the idea for the Creator Code began to emerge last year

Pinterest was all about creators Wednesday morning, introducing its new Creator Code, a mandatory set of guidelines for creators on its platform, and its first-ever Creator Fund to help provide creators from underrepresented communities with financial and educational support.

The Creator Code will be formally rolled out for creators to sign and adopt in the coming weeks. The aim is to educate and build a safe online community centered around inclusive and compassionate content, and creators must review and accept the Creator Code before publishing Story Pins to the platform.


Pinterest said the idea for the Creator Code began to emerge last year, as the world dealt with the pandemic, as well as political and societal movements and riots across the globe, and the thinking was that creators on the platform could share actionable, inclusive and positive ideas during a time when they were most in need.

Specific rules in the Creator Code are:

  • Be kind: Ensure that content doesn’t insult or put others down.
  • Check my facts: Make sure information is accurate and factual.
  • Be aware of triggers: Practice discretion when it comes to visually sensitive content.
  • Practice inclusion: Never intentionally exclude certain groups or communities.
  • Do no harm: Make sure any call to action or challenge is safe.

Pinterest also introduced several tools and features to help maintain a safe environment for creators and Pinners alike:

  • Positivity reminders urge Pinners to adhere to the platform’s guidelines and reconsider comments that may be offensive before posting them.
  • Content moderation tools for creators, including comment removal and keyword filtering.
  • Creators now have the ability to feature up to three comments within the comment feed in order to highlight positive feedback.
  • New spam prevention signals use machine learning to detect and remove spammy comments.

Author, podcaster, television personality and Pinterest creator Jonathan Van Ness said in a statement, “There are so many things that we encounter on social media platforms that are not life-affirming and really dehumanizing. That is why I love the Creator Code: It really focuses on positivity and inclusion, and that doesn’t mean we don’t have to talk about difficult things. It means that we are not dehumanizing, it’s not tearing folks down, it’s not negatively oriented, it’s not an echo chamber of hate. That is what Pinterest and the Creator Code does—it is allowing us to humanize each other, and that is really important.”

Pinterest co-founder and chief design and creative officer Evan Sharp said during a press call Wednesday that Pinterest is often referred to as the “last positive corner on the internet,” but rather than being proud of that characterization, it upset him, because so much effort goes into ridding the internet at large of negativity, and little progress has been made.

“We’ve learned that you need to design positivity into online platforms as deliberately as much as you design negativity out,” he added. “The Creator Code is a human-centric way for creators to understand how to be successful on Pinterest while using their voice to keep Pinterest positive and inclusive.”

Pinterest also shared details on its new Creator Fund, which will start out focusing on creators from underrepresented communities in the U.S., in the categories of fashion, food, photography and travel, providing them with creative strategy consulting and training, as well as giving them a budget for ad credits and content creation.

Creator inclusivity lead Alexandra Nikolajev said in a statement, “We’re on a journey to build a globally inclusive platform where Pinners and creators around the world can discover ideas that feel personalized, relevant and reflective of who they are. This is reinforced by our commitment to ensure that 50% of the creators we work with come from underrepresented groups. We believe we’ll only be successful and build a lasting and meaningful platform if Pinterest reflects its global community.”

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