The Federal Trade Commission works to promote competition, and protect and educate consumers. YouTube’s Child-Directed COPPA Content Rules … The groups want YouTube to delete the children’s data, set up an age-gate on the site, and separate out any kids content into its own app where YouTube will have to properly follow COPPA guidelines. The companies and their influencers followed all the FTC rules about disclosure. YouTube creators, meanwhile, will have a new checkbox where they’ll need to inform YouTube if their content is aimed at children in order to meet the new guidelines. Why? Jim Salter - Jan 6, 2020 2:59 pm UTC. When deciding whether or not your channel or video is made for kids, you should consider various factors, including: These latest updates seemingly coincide with upcoming changes YouTube will make in accordance with new Federal Trade Commission guidelines for YouTube, although a YouTube … The FTC Impact on YouTube Kid’s Content Creators While YouTube have been taken to task for data-mining that section of their audience, the real impact will be on the creators who focus on kid’s content, and who, in many cases, rely solely on the income made from publishing in this vertical. A video from the FTC announcement of the September 4 settlement with YouTube. For instance, Facebook, Instagram, and YouTube offer “branded content tools” that mark posts as promotional or advertising content. The FTC conducts investigations and brings cases involving endorsements made on behalf of an advertiser under Section 5 of the FTC Act, which generally prohibits deceptive advertising. YouTube… Why? In 2019, several e-cigarette companies ran afoul of the FTC when paid influencers pitched their vaping products on Facebook, Instagram, Twitter, and YouTube. The official website of the Federal Trade Commission, protecting America’s consumers for over 100 years. YouTube is asking the U.S. Federal Trade Commission for further clarification and better guidance to help video creators understand how to comply with the FTC’s guidelines set forth as … Subscribe to our industry digest for the latest influencer marketing tactics, news, and trends. But as the changes grow nearer, YouTube is … The FTC warns that these branded content tools do not meet the disclosure requirement. Note: In November 2019, the FTC released more information to help YouTube creators decide if their content is “made for kids” or not. The FTC’s 2020 COPPA rules have YouTube creators scared YouTube creators don't have access to kids' data—but may get COPPA fines anyway. In the coming weeks, YouTube will be rolling out a new system for labeling children’s content after a landmark settlement with the FTC. You can learn more on the FTC’s blog. UPDATE January 24, 2019 — In light of stricter FTC regulations, brands and influencers are being held to a higher standard of accountability for properly disclosing sponsorships. The lawsuit against YouTube and Google alleged that the companies illegally collected personal information from children, in violation of COPPA. You can learn more on the FTC’s blog. YouTube is putting the onus on creators to comply with COPPA: “If you fail to set your audience accurately, you may face compliance issues with the FTC … The FTC still went after them. According to the complaint, the companies collected that information from viewers of child-directed YouTube channels in the form of persistent identifiers that track users across the Internet, but didn’t notify parents and get their consent. Like the FTC on Facebook, follow us on Twitter, read our blogs, and subscribe to press releases for the latest FTC news and resources. The FTC does not regard a disclosure to be “clear” if one of these criteria is not met. What Marketers Must Know About YouTube’s “Includes Paid Promotion” Tag. Creators and legal experts are unsure how new FTC-mandated rules regarding child-directed content on YouTube will be enforced. To settle the case, YouTube and Google agreed to create a mechanism so that channel owners can designate when the vid… When deciding whether or not your channel or video is made for kids, you should consider various factors, including: Note: In November 2019, the FTC released more information to help YouTube creators decide if their content is “made for kids” or not. You can learn more about consumer topics and file a consumer complaint online or by calling 1-877-FTC-HELP (382-4357).