Twitch Reverses Rules Prohibiting “Burned In” Ads Following Backlash
Twitch has swiftly reversed its recently announced rules on ad displays after an intense backlash from outraged streamers and content creators. The platform’s abrupt about-face comes in response to a wave of criticism it faced following the release of new regulations governing ad formats on Tuesday.
These rules, which explicitly prohibited popular and widely-used “burned in” video, display, and audio ads, were met with furious opposition from the Twitch community. Surprisingly, Twitch had neglected to consult ambassadors or streamers prior to implementing these policies, leading to a storm of disapproval.
Fueled by their discontent, Twitch content creators took to social media to denounce the changes. Notably, the influential network OTK, boasting renowned streamers like Asmongold, penned an open letter to Twitch, expressing their disillusionment: “What was once a unique and admirable vision of a creator-first platform now feels like a fading and distant dream.”
Moreover, charity streamers voiced concerns and fears that the new rules would hinder their ability to raise funds for important causes. Similarly, esports creators anticipated significant challenges in monetizing their broadcasts, exacerbating the already struggling esports industry.
Recognizing the severity of the situation, Twitch issued an apology for the controversial rollout and pledged to revise the rules to ensure greater clarity. However, the platform’s response has now escalated beyond a mere revision, as it has entirely rescinded the rules in question.
“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,” the streaming platform said.
Notably, Twitch has removed the section outlining the prohibited and allowed ad types from its ads policy page, as observed in an archived version comparing the old and updated pages.
Had these rules been upheld, the repercussions would have been devastating for creators, charities, esports broadcasts, and brands alike. However, what initially appeared to be yet another attempt by Twitch to seize a portion of streamer earnings has spectacularly backfired, much to the delight of the streaming community.
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