Sponsored content from Twitch will now be clearly labelled.
Today Twitch announced it's tightening up its transparency on sponsored content and promotions, over on its blog. This news comes after growing concerns over undisclosed deals between the bigger broadcasters on the streaming service, and marketing and advertising agencies.
The streaming platform will now highlight which videos are part of sponsored or promoted content, along with any tweets that link to such content including a warning.
This change won't affect individuals who broadcast on the site, it's only for Twitch-driven content. Individuals with their own third-party deals are trusted to declare when such deals take place, with Twitch saying they won't enforce them to do so.
Twitch wrote on their blog; 'While we have always encouraged our broadcasters to acknowledge if they are playing games as part of a promotional campaign, we are now establishing a much more transparent approach to all paid programs on our platform and hope that it sets a precedent for the broader industry. Simply put: We want complete transparency and unwavering authenticity with all content and promotions that have a sponsor relationship.'
Twitch has said you can expect the following from these changes:
You will know what is paid for and what is not. All copy and graphics attached to sponsored content – Twitch front page, social media, email promotions, etc. – will be clearly identified.
We have never and will never require positive sentiment or suppress negative sentiment via any influencer in any campaign.
You will benefit from the trust afforded by completely transparent sponsorship campaigns, while engaging with the Twitch community in an entirely organic way.