Twitch Nixes Branded-Content Rule Changes After Backlash

Twitch to creators: Oops, never mind.

The Amazon-owned livestreaming platform on Wednesday revoked its new branded-content guidelines the day after putting them into place, following a backlash from creators.

The changes, which were scheduled to be effective July 1, would have restricted the kinds of ads allowed on Twitch — completely banning “burned-in” (i.e., in-stream) video, audio and display ads on the platform and restricting on-screen logos to a maximum of 3% of the screen size.

Twitch on Wednesday reversed course. “Yesterday, we released new Branded Content Guidelines that impacted 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,” Twitch said in a statement.

The platform’s statement continued, “Sponsorships are critical to streamers’ growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors — you will continue to own and control your sponsorship business.” It added: “We appreciate your feedback and help in making this change.”

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