Twitch Issues Public Apology After Backlash Over New Ad Rules

Earlier this week, Twitch announced new branded content guidelines limiting how creators can monetize and place ads on their streams. With tensions already at a tipping point, instigated by previous controversies surrounding changes in revenue split and gambling streams, the unwelcome rule changes sent the entire community into an uproar as both small creators and the most popular streaming stars threatened to leave the platform for alternatives such as YouTube and Kick.

The specific rule changes included restricting creators from inserting “burned in” video ads, which are directly placed into the streams via a third-party app, and a new size limitation for on-stream brand logos, limiting the banners to 3% of the screen size.

Among the many who spoke out was Mr. Beast who wrote, “Hey Twitch how about instead of handicapping what creators make, you help them make more? Seems more logical”

“We do not intend to limit streamers’ ability to enter into direct relationships with sponsors, and we understand that this is an important part of how streamers earn revenue,” Twitch initially responded to the backlash. “We wanted to clarify our existing ads policy that was intended to prohibit third-party ad networks from selling burned-in video and display ads on Twitch, which is consistent with other services.”

Twitch later announced they would be rescinding the controversial guidelines altogether writing: “These guidelines are bad for you and bad for Twitch, and we are removing them immediately.

The new branded content guidelines from Twitch can be found here.

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.
— Twitch (@Twitch) June 7, 2023

We want to work with our community to create the best experience on Twitch, and to do that we need to be clear about what we’re doing and why we’re doing it. We appreciate your feedback and help in making this change.
— Twitch (@Twitch) June 7, 2023