In a recent turn of events, Twitch has found itself facing a wave of backlash following an update to its branded content guidelines. However, the company has swiftly responded, acknowledging the confusion caused and offering its apologies for the situation.
The controversy surrounding Twitch's branded content guidelines erupted on June 6, 2023, when screenshots of the new guidelines started circulating on various social media platforms. This development quickly caught the attention of some of the platform's prominent creators, including Asmongold, Mizkif, and their collective group known as OTK. Even the renowned Mr. Beast joined in, playfully suggesting that he might stream on Kick as a means of protesting against Twitch.
Within hours, Twitch addressed the backlash through a series of tweets, expressing regret for the confusion and frustration experienced by creators. The company admitted that the update to the branded content policy had been too broad, resulting in unintended consequences. It emphasized that its intention was not to limit streamers' ability to establish direct sponsorships, recognizing the significance of such partnerships in helping streamers generate revenue.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 (@Twitch) June 6, 2023
Subsequently, reports emerged that Twitch Ambassadors had been invited to a call with Twitch executives to discuss the guideline changes. During the call, Steve Saylor, one of the Ambassadors, raised several concerns. Of particular importance was Twitch's new rule regarding logo size, set at 3%, which posed accessibility challenges for users with low vision. Saylor sought clarity on the impact of the guidelines on smaller, disabled creators and those who were just starting out, expressing concerns about potential limitations imposed on overlays, ads, and other elements associated with their first sponsorship deals. Twitch assured the Ambassadors that creator brand deals and sponsorships were not the primary targets of the guidelines and that only random third-party advertisements would be affected.We missed the mark with the policy language and will rewrite the guidelines to be clearer. Thank you for sharing your concerns, and we appreciate the feedback. We’ll notify the community once we have updated the language.
— Twitch (@Twitch) June 6, 2023
The proposed changes sparked concerns among numerous streamers, as they could have detrimental effects on streamers' finances. Mizkif, in particular, voiced his criticism of the changes on Twitter. The potential implications extended beyond individual streamers, with esports tournaments also at risk. Many industry insiders worried about the future of the esports sector if the revised guidelines were implemented as planned. Additionally, the restrictions on the size of branded overlay items in streams could curtail the impact of charity streams, which have historically played a significant role in raising funds for those in need.Lastly, I asked about smaller disabled creators or those starting out on Twitch if they do get their first sponsorship deal that has overlays, ads, etc. They assured us creator brand deals/sponsorships aren't the targets. Just 3rd party random advertisements.
— Steve Saylor (@stevesaylor) June 6, 2023
As we await the revised version of Twitch's guidelines, we will keep you informed about any updates. The company's response to the backlash demonstrates its willingness to listen to the concerns of creators and the community, underscoring the importance of fostering an environment that supports and empowers content creators on the platform.
