YouTube's Updated Terms Of Service, Explained | The Drum

Under the new terms of service, YouTube payments to creators who are entitled to revenue will now be considered royalties, and therefore must ... Skiptocontent News YouTube’supdatedtermsofservice,explained ByKendraClark - May25,2021 YouTube'supdatedtermsandconditionswillgointoeffectJune1globally TRENDINGTODAY YouTubewillbeabletoplaceadsonvideosmadebyallcreatorswhoarenotinvolvedintheplatform'spartnershipprogram—withoutgivingthemacutofthecash.EffectiveJune1,thevideoplatformwillhavetherighttomonetizemostcontentonitssite,peritsupdatedglobaltermsofservice.Itwillalsobanthecollectionofpersonaldataviafacialrecognitionandchangethewayitpayscreators.Here’swhatmarketersneedtoknowaboutthechanges.YouTubeuserstheworldoverreceivedanemailSaturdayfromtheGoogle-ownedplatformremindingthemthatnewprovisionsoutlinedinitstermsofservicewilltakeeffectgloballyonJune1. Thechanges,whichrolledoutintheUSinNovember,createnewdataprivacyprotectionsforusers,introduceanewrightfortheplatformtomonetizecontentmadebyindependentcreatorsandupdatethecompany’staxationframeworkforrevenueearnedbycreators.ExplicitbanagainstcollectingpersonaldataviafacialrecognitionYouTube’stermsofserviceprohibitsthecollection“ofanyinformationthatmightidentifyapersonwithouttheirpermission.”Whilethecompanyclaimsthishasalwaysbeenpartofitspolicies,thechangesincludeupdatedlanguagethatexplicitlycallsouttheuseoffacialrecognitionsoftwareforthepurposeofgatheringpersonaldataonusers. “Thisclarificationisreasonablyassumedtobeatleastinpartaresponsetocommercializedserviceswhichhaverecentlybeenusingaccesstoad-based‘free’sitestogainimagesorinformationfortheirownplatforms,”saysBrendaLeong,seniorcounselanddirectorofartificialintelligenceandethicsattheFutureofPrivacyForum,aWashington,DC-basedprivacy-focusedthinktank.Inparticular,shesays,theuseofClearviewAI,whichmatches“imagesagainstanenrolleddatabase”andPimEyes,“whichismorelikeasearchengine[anduses]‘spiders’tocrawltheweb,”havegarneredsignificantconcernoverthelastcoupleofyears.YouTube’schanges,shesays,maybeadirectresponsetoworriesthatsuchsoftwareisbeingappliedtocollectusers’datawithouttheirpermission.WhilemarketersemployingfacialrecognitionsoftwareonYouTubemaynolongerdoso,thereisnocurrentUSlegislationprohibitingorevenregulatingthescrapingofdataacrosssiteslikeYouTube,thoughLeongnotesthatthisisa“keytopicincurrentprivacylegislationdiscussionsatbothstateandfederallevels.”YouTubedeclinedarequestforcomment.YouTube’srighttocontentmonetizationYouTubehastherighttomonetizeanyandallcontentonitsplatformthatisnotdoesnotbelongtotheYouTubePartnerProgram(YPP)—aprogramthroughwhichcreatorscancopyrightandmakemoneyfromtheiroriginalcontent.“YouTuberunsadsinvariousareasoftheirplatform,includingbeforeandsometimesduringvideos,onthehomepagemastheadandinvarioussearchresults,”Leongsays.“ThisupdateindicatesthattheyalsohavetherighttorunadsonvideosfromprovidersorinchannelstoosmalltoqualifyfortheirPartnerProgram.Andinsuchcases,thefullbenefitoftheadsalegoestoYouTubeuntilthechannelreachestheleveltoqualifyforpaidpartnerstatusandcanreceiveashare.”Indeed,YouTubeisalreadybeginningtorunadsonvideosacrosstheplatformthatarenotunderanexistingmonetizationcontract.Andunderthenewrule,thereisnorevenue-sharingcomponentofthenewinitiative,meaningYouTubecanplaceadsonoriginalcontentwithoutgivingthecontentcreatoracutoftherevenue.NewrevenuetaxationpoliciesUnderthenewtermsofservice,YouTubepaymentstocreatorswhoareentitledtorevenuewillnowbeconsideredroyalties,andthereforemustcomplywithUStaxlaw.Assuch,Googlewillnowwithholdtaxesfromthesepaymentsasislegallyrequired.“UScreatorswillgenerallybeunaffectedbythesewithholdingtaxesaslongastheyprovidevalidtaxdocumentationinAdsense,”thecompanysaidinastatementpublishedinNovember.CreatorsoutsideoftheUSwillbesubjecttothelawsoftheirrespectivecountries. Thisarticleisabout:NorthAmerica,Data&Privacy,DigitalTransformation,FutureOfMedia,FacialRecognition,Youtube,Google,DataProtection,Data,Adtech,BrandSafety,ModernMarketing,DigitalTransformation,Media SharetoTwitter SharetoLinkedIn SharetoFacebook Likewhatyousee?Wecanemailittoyou Choosefromaseriesofgreatemailbriefings,whetherthat’sdailynews,weeklyrecapsordeepdivesintomediaorcreative. Signup TheeasiestwaytoreadTheDrum JoinhundredsofthousandsofmarketersinsigningupforTheDrum’semailbriefings.Letoureditorstalkyouthroughstoriesweknowyou’lllove. Signup Related OpenMic AddyourowncontenttoOpenMic FromourNetwork TheDrumarticlessuggestedby Helpingpublishersincreaseengagement,improvemonetizationanddrivenewaudiences. Readmore More MustWatch OnTheScene TalkingHeads DrumDocumentaries EverythingYouNeedToKnow FutureStarsOfDigital BrandLove MemberExclusive Video Withstoresandsalonsclosed,Cotyputsanewfaceoninnovation MemberExclusive Video Whatconsumersandmarketerscanexpectfrom5G Video 'Don'tgodark':ExAppleandPepsiexecJohnSculleyofferspandemicbrand-buildingtips