This week I decided to look into the rules and regulations of YouTube as a media platform and how they regulate their audience and the content that is uploaded. I use YouTube as my main source for music and recently I have noticed that it is very hard to find new music on YouTube that isn’t being hosted by ‘Vevo’, which is a company owned by Sony and Universal. I was trying to listen to Dr Dre’s new album but because Vevo has not yet uploaded any of the songs it is virtually impossible to find on YouTube. In the past it was guaranteed that someone would have uploaded a copy of the original song but now, in order to be allowed on YouTube, they have all been altered in some way. They are either slowed down or sped up a bit for the purpose of copy right laws. This is because in 2013 YouTube renewed a contract with Vevo and invested $50 million into the company. “Vevo holds the rights to music videos for most major music artists and is YouTube’s top channel partner” (Grant, 2013). In my experience I have found YouTube to be a media platform that is well regulated, it is not often that you come across extremely violent, pornographic or inappropriate videos. In YouTube’s community guidelines it states that any content which has nudity or is sexual, harmful, violent, hateful, threatening or content that has copyright infringements will be removed. YouTube also allows users to regulate their own content by being able to create an over 18’s account or putting certain restrictions on accounts for younger or more sensitive users. But what else is disallowed by YouTube?
Recently there has been several cases where YouTube accounts that have thousands of views or subscribers have been breaking regulations and often unknowingly. If a YouTube star is promoting a product whether it be a video game, make up or clothing but does not mention they have a financial stake in the company or are being paid by the company to do so then this is now against YouTube’s regulations. This is a very recent ruling by the Advertising Standards Authority that occurred in the UK after an Oreo ad featuring YouTube stars failed to sufficiently make clear that this was in fact an advertising campaign. The ASA said “The YouTubers’ video ads were very much in the style of their regular content posts and so it would not be immediately clear the Oreo clips were marketing communications”(Sweney, 2014). Now whether companies are just starting to realise they can tap into a new channel to potential customers where the content producers are mostly young kids or whether it is really about honesty to viewers, is hard to tell.
Another interesting regulation that YouTube enforces is not allowing users to upload drone footage for commercial use. However, even if you are just a drone hobbyist uploading videos on YouTube for personal use, you may still be breaking these regulations. This recently happened to a man from Tampa who received a letter from the Federal Aviation Administration saying “Because there are ads on YouTube, Hanes’s flights constituted a commercial use of the technology subject to stricter regulations and enforcement action from the agency.” (Koebler 2015). These would come in the form of fines and sanctions. This can become very confusing for drone users because clearly what is condoned commercial use is subjective to the FAA and in turn YouTube as a media platform.
“You further understand and acknowledge that you may be exposed to content that is inaccurate, offensive, indecent, or objectionable, and you agree to waive, and hereby do waive, any legal or equitable rights or remedies you have or may have against YouTube.”
This is basically their way of saying that if we don’t get to the ‘objectionable’ content before you do, its not our fault and you can’t take legal action against us.
Community Guidelines, YouTube, viewed 30th September, <http://www.youtube.com/yt/policyandsafety/communityguidelines.html>
Grant, R 2013, “YouTube renews contract with Vevo and invests $50M to keep it away from rivals”, Venture Beat, July 2, viewed 30th september, <http://venturebeat.com/2013/07/02/google-renews-contract-with-vevo-and-invests-50m-to-keep-it-away-from-rivals/>
Koebler, J 2015, “The FAA says you can’t post drone videos on YouTube”, Vice Motherboard, 12th March, viewed 30th september, <http://motherboard.vice.com/read/the-faa-says-you-cant-post-drone-videos-on-youtube>
Sweney, M 2014, “Vloggers must clearly tell fans when they’re getting paid by advertisers, ASA rules”, Guardian, 26th november, viewed 30th Sept 2015, <http://www.theguardian.com/media/2014/nov/26/vloggers-must-tell-fans-paid-adverts-asa-rules>