Twitch backtracks on controversial ad rules policy

On Tuesday, Twitch released new rules regarding the way streamers can display ads on the platform. The rules prohibited “copying it in” video, display, and audio ads — the first two of which were popular, common formats used on Twitch. Twitch didn’t seem to discuss the new rules with ambassadors or streamers beforehand, and many were angry about the new policies.

Twitch creators took to social media to denounce the changes. OTK, a network of high-value operators such as Asmongoldreleased An open letter to Twitch telling it“The unique and impressive vision of a creator-first platform seems like a pipe dream.”

Charity broadcasters were upset and scared, believing the new rules would affect their ability to raise money. It was the same with esports creators, as the new rules would have made it more difficult for an esports industry that was already struggling to monetize broadcasts.

Twitch has apologized for the subtraction, stating that it will be rewriting the rules for more clarity. Now the rewrite seems to have turned into a complete rule-breaker altogether. From the company’s Twitter thread:

Yesterday, we released new branded content guidelines that impacted your ability to work with sponsors to increase your stream income. These guidelines are harmful to you and bad for Twitch, and we are removing them immediately. Sponsorship is critical to the growth of broadcast channels and their ability to earn income. We will not block your ability to enter into direct relationships with sponsors – you will continue to own and control your sponsorship business. 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 your help in making this change.

The new rules were potentially devastating to creators, charities, esports broadcasters and brands. Now, what seemed like another attempt to take a cut of the broadcast profits backfired.