Twitch steps back from controversial ad rules policy

On Tuesday, Twitch released new rules for how ads should be displayed on the platform. The rules prohibited “burned in” video, display, and audio ads—the first two of which were popular and common formats used throughout Twitch. Twitch apparently didn’t discuss the new rules with ambassadors or streamers beforehand, and many were furious about the new policies.

Twitch content creators took to social media to minimize the changes. OTK, a network of popular, high-value streamers asmongoldFree An Open Letter to Twitch, Telling It“The unique and admirable vision of a creator-first platform now feels like a fading and distant dream.”

Charity streamers were upset and fearful, believing the new rules would affect their ability to raise funds. It was the same with esports creators, as the new regulations would have made it more difficult for the already struggling esports industry to monetize their broadcasts.

Twitch apologized for the rollout, explaining that it would rewrite the rules for greater clarity. Now it looks like the rewrite completely scrapped the rules. From the company’s Twitter thread:

Yesterday, we released new branded content guidelines that affect 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. Sponsorships are vital to a streamer’s growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors – you will remain in owner and control of your sponsorship business. 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 appreciate your feedback and help making this change.

The new rules would have been potentially disastrous for creators, charities, e-sports broadcasts and brands. Now, what seemed like another attempt to take a cut of streamer earnings has backfired.