Starting January 1st, 2020, YouTubers will be required to notify YouTube via a checkbox if their video is “directed to children”. This comes after the Childadpocalypse that occurred earlier in 2019 and the FTC fined YouTube for not better protecting kids under the age of 13 from accessing material that may not be suitable for children.
According to TubeFilter, the check for ensuring videos are directed at kids is a lot more threatening than how it sounds, because it removes the qualification for personalized ads as part of the1998 COPPA law, which is now being aggressively enforced by the FTC following the Childadpocalypse.
According to Tubefilter, content creators could theoretically lose anywhere between 60% and 90% of their ad revenue by giving up personalized ads via checking the “directed to children” box when uploading new content.
The real danger isn’t for people who make child-directed content but for people who don’t, but whose content could be considered aimed at child audiences. For instance, TubeFilter explained…
“What’s more is the FTC wants to expand the above criteria to also encompass “child-attractive” content, which would even more broadly include anything that children might be interested in. (Consider anything from toy reviews or any form of cartoon or animated programming, to “Draw My Life” videos or Minecraft “Let’s Plays”.)
“The bottom line is if you make content that is intended for teens or adults, but also contains elements from the FTC’s list of 10 factors that appeal to kids under 13, you’re in danger of being demonetized starting the beginning of the new year.”
The reason such channels could be in danger is because if your content may not necessarily be for kids but the FTC determines that it is for kids but you didn’t click the checkbox that it’s directed at kids, you could end being fined $42,000 per every video violation of COPPA.
They linked to an 11 and a half minute video from J. House Law who explains in detail how COPPA works and how it could affect Youtubers after the mandate goes into effect in 2020.
It’s not all bad news, though.
As noted by TubeFilter, the FTC is currently taking in feedback regarding the new measure before January 1st, 2020 gets here. In the article they explain…
“The FTC is now asking the public for comments about its enforcement of COPPA, including the 2013 changes, before the Jan. 1 enforcement begins. This is a rare opportunity for the creator community and its fans to raise their voices and be heard. The FTC wants to hear from creators about the impact this will have on their businesses, and from parents about the impact this will have on them and their children.”
The site suggests sending comments to the FTC asking for further clarification on what constitutes content that’s “directed at children”, clarity on the rules and definitions of the terms, to stay the enforcement of the policy by six months so YouTubers have an opportunity to better adjust to the new mandate, as well as not expanding COPPA beyond its initial scope by putting more of the control in the hands of parents and content creators rather than the government..
(Thanks for the news tip)