After months of discussion, YouTube has finally rolled out its new kid-friendly policies to comply with a federal children’s privacy law. As per new guidelines, targeted ads will be prevented from running on kids’ videos and would be restricted access for comments and various other community features. YouTube claims that kid-centric channels could have a substantial business impact due to restricted ad revenues.
Reportedly, the platform is planning to run promotions for YouTube Kids, a separate platform that segregates the type of content viewers can see on all kids’ videos. Initially, the app was introduced in 2015 to cater its young consumer base. However, it removes several features that are now present on its main platform.
Reportedly, YouTube had instructed its creators in September that they would have to mark their content as “not made for kids” or “made for kids”. This move comes on heels of FTC’s $170 million settlement that alleged YouTube with violations of the COPPA (Children’s Online Privacy Protection Act).
From now onwards, anyone watching “for kids” video would be automatically categorized as a viewer who is under the age of 13, regardless of his actual age. Moreover, these videos won’t enjoy the benefits of targeted advertising, while other features like sending push notifications would be disabled.
According to Ryan Kaji, YouTube’s current top-earning creator, reduced data collection indicates no targeted ads. These ads are more valuable than ordinary ones and restricting them could effectively have a huge revenue hit to anyone making children’s content.
The move also limits the insights that creators can have on viewers, as well as crucial information of those trying to understand their demographics and improve their metrics. Moreover, engagement drivers like notifications and comments are also disabled, to channels’ detriment.
Google meanwhile claims that they are committed to helping creators navigate this new landscape and to support their ecosystem of family content.
Source Credit: https://www.theverge.com/2020/1/6/21051465/youtube-coppa-children-content-gaming-toys-monetization-ads