Twitch is removing the “bad” branded content guidelines following backlash from streamers around the world.
On June 6, 2023, Twitch revealed new branded content guidelines that appeared to control how streamers can advertise sponsorships that would have severely impacted charity and esports streams.
It was quickly met with backlash, with Asmongold calling for a boycott while his org OTK Network threatened to leave the platform entirely.
Twitch issued an apology just hours later but has now removed the guidelines from the website.
Twitch says branded content guidelines are bad for everyone
In a series of tweets on June 7, Twitch revealed that they are removing the new guidelines “immediately,” stating that they were bad for streamers as well as Twitch.
“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,” they said.
“Sponsorships are critical to streamers’ growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors – you will continue to own and control your sponsorship business.
Sponsorships are critical to streamers’ growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors – you will continue to own and control your sponsorship business.
— Twitch (@Twitch) June 7, 2023
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“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.”
You can read our updated Branded Content Policy here: https://t.co/H04y9FrJtZ
— Twitch (@Twitch) June 7, 2023
Twitch CEO Dan Clancy commented on the situation as well, stating that the company “messed up” with its Branded Content Policy and apologized for the change.
“We will continue to operate as we have been,” he said.
We messed up with our Branded Content Policy and I apologize for that. Sponsorships are an important part of both Twitch and the broader creator economy. We’ve removed this from our guidelines, and will continue to operate as we have been. https://t.co/L2tnwHZ3h3
— Daniel Clancy (@djclancy999) June 7, 2023
On top of the Branded Content Guidelines causing backlash, Twitch also issued an update to its TOS that sees all users — including non-affiliates — banned from multi-streaming to “Twitch-like” platforms.
The biggest creator affected by this change is Tyler ‘Ninja’ Blevins, who slammed the Amazon-owned platform during his stream, calling them “tone deaf” in the process.
Whether or not Twitch issues a change to their multi-streaming rules is yet to be seen, but we’ll be sure to update you if they do.