Oleg Tytarenko 12 Jun 2023
Twitch apologizes and removes new guidelines

Twitch has issued an apology for the recent updates it made to its branded content policy, following backlash from streamers around the world. Now Twitch is removing the "bad" branded content guidelines...

On June 6th, the company introduced new Branded Content Guidelines, outlining the permissible and prohibited actions regarding branded and sponsored streams, which serve as a significant source of additional income for streamers.

The implementation of these updated rules sparked anger within the streaming community, ultimately leading to Twitch expressing regret and revising its guidelines.

The changes include restrictions on on-screen logos, which are now limited to 3% of the screen size, as well as the prohibition of "burned-in" video ads, and display & audio ads.

"Burned-in" advertisements refer to pre-recorded ads directly embedded into a stream. Consequently, streamers must adjust how they conduct their sponsored streams, a crucial aspect considering Twitch's refusal to modify its 50/50 revenue-sharing model with creators.

Furthermore, these rules will apply to event streams and charity streams that utilize Twitch, potentially significantly impacting advertising and fundraising efforts.

The streamers' response to these amendments has been overwhelmingly negative, with many expressing their discontent on social media. The mounting criticism prompted Twitch to issue an apology.

Twitch tweeted this week: "Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that".

Further in a series of tweets, Twitch announced that they would promptly remove the updated guidelines, acknowledging that they adversely affected both streamers and Twitch itself:

"Yesterday, we released new Branded Content Guidelines that impacted your ability to work with sponsors to increase your income from streaming. These guidelines are bad for you and bad for Twitch, and we are removing them immediately".

P.S. Also, in addition to the existing branding guidelines, Twitch has introduced a new change to its overall Terms of Service related to Simulcasting.

The updated Terms of Service now prohibit users from multi-streaming to platforms similar to Twitch, without obtaining prior permission from Twitch. While this rule was previously applicable to Twitch Partners and Affiliates, it now applies to all streamers. Only, mobile-first services like TikTok are exempted from this rule.

Whether Twitch will make any modifications to its multi-streaming regulations in the face of mass criticism, remains uncertain changes, but we will provide you with updates if any changes occur…

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