Twitch responds to overwhelming backlash toward new ad policies

New rules ‘created confusion and frustration’

For many streamers, Twitch is not just a place to broadcast content. It’s a major source of income. Some creators build up huge communities that are dedicated to watching their channel, and this can lead to a successful career. However, the Amazon-owned streaming platform has once again become the subject of online controversy. Namely, there’s been a change to its ad policy, which has not proven popular.

In a recent post on the site, Twitch announced it would be changing the type of “branded content” that broadcasters would be able to have on their channel. The changes indicate that streams will no longer be allowed to insert “burned-in” display, video, or audio ads. This basically refers to any advertisement that is a prerecorded sponsorship. It also limits on-stream logos to just 3% of the total screen.

Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that.

— Twitch (@Twitch) June 6, 2023

As can be imagined, this has not gone down well with those who depend on the site for their streaming income. As reported by GamesRadar, a number of people have lashed out at Twitch, with the likes of Zach Bussey saying they may have to reconsider whether it’s the platform for them. Charity events such as Games Done Quick would also be affected by these changes, as their streams typically feature branded content to help them raise money.

In response to this, Twitch has posted an apologetic message on its Twitter account. The first tweet admits that the new branded content policy update was “overly broad,” while one below it says the company did “not intend to limit streamers’ ability to enter into direct relationships with sponsors.” By alluding to the fact that streamers would not be able to display burned-in third-party ads, many felt that the platform was saying that only Twitch-approved advertisements would be permitted.

However, even after the apology, the damage appears to have already been done. Such content creators as Jacksepticeye have criticized the site for not talking to streamers in the first instance. Others still have threatened to switch to alternatives, such as YouTube and Kick.

Twitch says it will update the language on the new policy for clarity.

Andrew Heaton

Andrew has been a gamer since the 17th century Restoration period. He now writes for a number of online publications, contributing news and other articles. He does not own a powdered wig.

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