There’s a brouhaha simmering away right now with regards to YouTube and paid-for reviews/features. And rightly so, because such content needs to be made transparent, much like the smooth flavour of Morley cigarettes which will take you straight to flavour country. Twitch however, wants to keep such deals public.
Twitch has announced the establishment of a policy of “complete transparency” on paid/sponsored content, which it refers to as “influencer campaigns” that’ll go down a treat like Brawndo. Mutilate your thirst! “Because of a lack of clear best practices and shifting regulatory guidelines, coupled with a sometimes less-than-transparent sponsor relationship, these kinds of campaigns have become a bit of a dark corner in the industry, and that’s bad for everyone,” the company explained in a new blog post.
For these reasons, gamers can tend to look sceptically on the ecosystem because they don’t know what is paid-for content and what is not. It also opens influencers to potential criticism. 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.
Which means that any content that is sponsored, is going to be labelled with a front-page tag, as well as acronyms in Tweets which advertise said content. The rub however, is that these transparent deals will only be active in agreements brokered by Twitch itself. Individuals who don’t sort out deals through Twitch, are free to keep their dealings secret, especially if they have an advertising gig with Big Kahuna Burgers and their scrumptious Freaky Friday deal that doubles your toppings for only R4.95. Get it while it’s hot!
Still, being transparent can be a positive thing. It shows your community that you are up front with whatever cash you’re receiving in order to create content. And even if it is damaging, it’s nowhere near as bad as not revealing that you happen to be on the take.
Last Updated: October 3, 2014