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Transparency in Sponsored Content and Promotion

Oct 02 2014 · 28 comments · News

[Edit for clarity: this policy pertains specifically to Twitch driven campaigns.]

[Edit 2: For sponsor relationships outside of Twitch driven campaigns, we encourage all broadcasters to follow FTC guidelines, as per section 11.g of our Terms of Service.]

We launched Twitch over three years ago, when the video ecosystem was a different industry than it is today. We’ve seen the continuing rise of gaming content on Web video platforms, a host of media companies which cater to that industry, and the increasingly big-dollar deals with major consumer brands who leverage gaming personalities to market their products and games.

All the while, the Twitch community has grown fast as more and more gamers embrace live video and the community it supports.

An increasingly large part of the Gamer/Platform/Media/Advertiser equation, particularly in the video game industry, is what we commonly call “Influencer Campaigns.” Influencer campaigns are one way for an advertiser to leverage the celebrity of a content creator on various video platforms to drive awareness and purchase intent for the advertiser’s brand or product.

For example, an influencer campaign will feature a well-known broadcaster playing a newly released (or sometimes pre-released) title. When done right, this is a win-win for everyone involved: Brands get their games out there, influencers make some money doing what they do best, and viewers are entertained and informed by great content.

Sometimes though, 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. For some further context, read the FTC’s official Guidelines Concerning the Use of Endorsements and Testimonials in Advertising.

For these reasons, gamers can tend to look skeptically 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.

Here’s what you can expect from Twitch driven campaigns:

For Viewers
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.

For Partners/Influencers
We have never and will never require positive sentiment or suppress negative sentiment via any influencer in any campaign.

For Brands/Advertisers
You will benefit from the trust afforded by completely transparent sponsorship campaigns, while engaging with the Twitch community in an entirely organic way.

Today, you’ll start seeing a new graphic on the front video carousel: a “sponsored” tag. This denotes when a stream is sponsored by a brand.

sponsored_carousel

You’ll also see a new graphic in our content newsletters.

sponsored_newsletter

In addition, when part of a sponsored campaign, the relevant Twitter update will be clearly identified with appropriate “Brought to you by” language, or amended with ^SP, to denote a “sponsored tweet.”

Thank you to all of our partners and advertisers, and of course to the Twitch community!

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  • zomgzerg

    Thank you, streamers very rarely indicated when they were playing like that.

  • rsqviper

    So now sponsored content gets highlighted? ok.

    And is this only stuff sponsored through Twitch to streamers? What about when something is sponsored directly to a caster through a company? Do you want them to be more forward that this is happening or do you not worry about that?

    • http://www.twitch.tv/ TwitchMatt

      Great question. To be very clear this pertains specifically to Twitch driven campaigns and sponsorships.

      • rsqviper

        gotcha

        • Mr. TV

          It’s not like Twitch’d be able to know if a streamer got a stealthy private offer from one of the publishers. That would require private email monitoring.

          • rsqviper

            I get that, but it doesn’t mean they can’t request casters post something about it in their title or check some checkbox. Which is shy I asked.

      • Everyday Legend

        Does that open up other avenues of sponsorship that don’t need to be disclosed? Because while that absolves Twitch, it only serves to give the personalities and businesses using it a backchannel that doesn’t need to be disclosed, which doesn’t help the situation. Not pointing fingers, just asking a question for my own sake here.

  • King of Zeroes

    As a Gamer, I thank you for hearing our concerns about ethics and transparency.

    This is what we’ve been asking for from the Gaming Press for over a month. A simple push towards more ethical practices in what has largely been a very unprofessional industry for the past 30 years. We didn’t demand change overnight, we simply requested change be initiated.

    I speak only for myself when I say thank you for responding to our request in a mature and reasonable manner.

  • ChJees

    Aww yiss, transparency and honesty!
    I saw repeated ads during PAX though. Smite repeated every time.

    • Amber Dalton

      You should always assume ads are paid or sponsored, as that is what ads are for. It is the streamer’s organic segments (which most viewers would not know if the broadcaster is just playing for fun, or playing because of some kick-back) I think they are referring to in this piece. :-D

  • ThatDanishGuy

    Happy to see Twitch take this step in the right direction. Still feel like there needs to be done something about the shady businesses (Like G2A) being promoted by partnered streamers all over the site.
    Twitch thrives off of the work the game developers do while allowing it’s partners to promote key resellers who are costing developers thousands of dollars in some instances (Natural Selection 2 charge backs spring to mind).
    People get the impression that key resellers are legit because they are being promoted by big broadcasters who don’t care about other than the money they earn from the promotion. (Some people have the idea that broadcasters promote stuff because they like it and that it’s some form of vouch – They do it because they are being paid just like any other promotional deal)

  • John Doe

    So basically, this changes nothing for streamers who get “promotional copies” of the games and other undisclosed benefits (which they never have to disclose) from game companies in exchange of playing it on stream and trying to convince the viewers that “I really liked that game”… ;-)

    • http://twitter.com/justinwong Justin Wong

      Actually, our site Terms of Service states that all broadcasters must follow the FTC’s Guidelines Concerning the Use of Testimonials and Endorsements. Receiving a free product is specifically called out as an example in Section 11.g.: http://www.twitch.tv/user/legal?page=terms_of_service

      While we’ve always done disclosure, this post outlines the steps we’re taking for our own paid campaigns, which go above and beyond the FTC’s requirements.

  • The Wind Rises

    This is great to read. I don’t mind promoted content, as long as it’s labeled as such. In fact, it makes finding the content easier if I so choose to view it (especially with certain high profile games). Thanks a lot Twitch.

    I have a question though, what about games that have not been released to the general public, is there some way to indicate that people have received copies in advance or will that be up to individual streamers?

  • Boomer

    Thank you for listening to the gamer community Twitch! We really appreciate it and I will continue supporting your excellent website.

  • strider

    Did #GamerGate cause this? Fuck I don’t even care, this is great

    • http://www.apl2bits.net/ Ken Gagne

      I’d guess it was more likely caused by coverage from outlets such as Gamasutra, which #GamerGate recently targeted. Ironic. http://www.gamasutra.com/view/news/219671/Pay_for_Play_The_ethics_of_paying_for_YouTuber_coverage.php

  • scrumpmonkey

    This is all we, as gamers, ask of those who provide us with content. This basic transparency and integrity has been lacking of late. Thank you for respecting your customers.

  • Nevflinn

    This was a delightful read, and it lifted a weight off my shoulders. I have been skeptical of certain streamers and streams I have seen on Twitch, but measures like this affirm to me that this site is in good hands.
    I am not against sponsored streams nor do I oppose sponsored streamers. I just want to be informed which is which, and that Twitch will do so from now on an immense relief.

  • Kain Yusanagi

    Thank you.

  • Donuts

    This is great stuff, Twitch. I haven’t much used your platform before, but I certain have reason to now.

    • The Wind Rises

      It’s pretty addictive, soon you’ll be FrankerZ ing with the best and Kappa ing with the worst.

  • Keith Hamilton

    That’s fantastic guys, keep up the good work!

  • Nope

    I can see this being a great opportunity for game companies to get a little closer to their audience and engaging them directly, giving us content we can actually care about. Perhaps this will have enough of an effect that we can finally break away from regurgitated press releases, PR hype, questionable reviews and tabloid “games journalism”.

  • Livnthedream

    I am not much of a Twitch guy, but these sorts of statements make me glad to know that you have the interest of the consumer in mind. This outlook makes me more likely to contribute financially to such services as so many poison the well.

  • Nathan Jones

    Fantastic news guys. It’s good to know there are people on your team with the critical thinking skills to actually listen to and understand what gamers want.

  • darji8114

    This is a great change. I was wondering how Twitch would deal with sponsored streams after the note that Shadow of Mordor is doing these. I was very impressed by the note on the stream. Great Work.^^

  • Eliah Ryan

    thank you twitch for thinking to protect your consumers/gamers first by giving them the power of informed choice, I feel this is a great step for the future of the gaming industry as we need more transparency and I hope others will replicate your decision.

    Matthew-photo
    Written by
    Matthew DiPietro
    VP of Marketing & Communications Matt recently returned from the wilderness where he sought refuge after being accused of a crime he didn't commit.
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