Branded content is any content on YouTube influenced by a brand partner in exchange for something of value, such as featuring or promoting a brand’s products or services in exchange for payment, free products, or sponsorships (whether you receive the benefit now or later on). This policy applies to branded content wherever it appears, including videos, video descriptions, comments, live streams, Shorts, and any other YouTube product or feature.
If your video contains branded content, you must let us know using the paid promotion declaration in Studio. We’ll show a disclosure label on the video itself, keeping viewers informed about the promotional nature of your content. Remember though, you are ultimately responsible for ensuring your disclosure is clear and prominent.
Your branded content must comply with YouTube’s Community Guidelines and Google Ads policies, with some exceptions where those policies may not be applicable to branded content. You and the partners you work with are also responsible for understanding and complying with all applicable legal requirements. Some of these obligations may include when, how, and to whom you show branded content.
When in doubt, don't post content if you think it might violate these policies.
Prohibited Content
Some goods, services, or brands may not be promoted at all in branded content. You can find more details on specifically prohibited content here.
Here are some examples of content that’s not allowed on YouTube.
Branded content featuring:
- Recreational drugs or paraphernalia
- Weapons or ammunition
- Hacking software
- Counterfeit products
- An academic essay-writing service
Keep in mind that this isn’t a complete list.
Restricted Content
Some categories of branded content come with additional restrictions. To promote goods, services, or brands in these categories, you are responsible for confirming that your brand partners are certified by Google as necessary. You are also responsible to comply with all applicable legal requirements–including using age and country restrictions. You can find the most up-to-date details on restricted content here. Keep in mind these guidelines may change.
Here are some examples of restricted content:
- Alcohol
- Financial Services
- Healthcare and Medicines
- Gambling
- Elections and Political Content
Keep in mind that this isn’t a complete list.
What policies do I need to follow for my branded content?
Branded content is subject to our Community Guidelines like all other content on YouTube. It is also subject to Google Ads policies, with some exceptions where applicable. For example, we do not require branded content to meet the same technical requirements, editorial standards, or format requirements as ads.
Keep in mind you and the partners you work with are responsible to ensure your branded content complies with all applicable legal requirements.
What happens if your content violates this policy?
This policy applies to the entirety of your content, not just the portion where the branded content or sponsorship appears.
If you don’t disclose branded content or if your branded content violates this policy, we may remove the content and notify you. In addition, we may age-restrict content if the product or service being featured or promoted is not suitable for all ages. Policy violations may have other implications for your channel, YouTube Partner Program eligibility, or access to other features or services.
Do I need to tell YouTube if my video has branded content?
Yes. Note that you may have more obligations depending on the laws in your jurisdiction. If you don’t follow those obligations, we may remove, restrict, or otherwise penalize your content or account. To let us know about your branded content, follow the steps below:
On a computer:
- Sign in to YouTube Studio.
- In the left menu, click Content
click the video you want to edit.
- At the bottom of the page, click Show More.
- Check the box next to “My video contains paid promotion like a product placement, sponsorship, or endorsement.”
- You can set minimum age by geographic locale.
- Click SAVE.
On mobile:
- Open the YouTube mobile app or YouTube Studio mobile app.
- Select the video you want to edit.
- Tap Show More
- Under “Paid Promotion,” tap Yes.
What happens if I don’t disclose my branded content?
Along with other legal, regulatory, and policy requirements, you are responsible for disclosing your branded content. If our systems detect your video includes branded content you have not disclosed, we may automatically apply a branded content label to your video and notify you. If you feel the label was applied in error, you may have the option to certify that your video does not contain branded content and override the label.
How can I comply with local age and geo-restriction requirements?
When you select the “My video contains paid promotion” box in YouTube Studio, you will have the option to set the following limits:
- Geographic locale where your content will be shown
- Overall minimum age to view your content
- Minimum age to view your content in specific geographic locales
Keep in mind that regional requirements for branded content vary widely, and you are ultimately responsible to ensure your content complies with all applicable laws and regulations. This can include requirements for geographic restriction and age restriction of some content.
What happens when I check the "This video contains paid promotion" box?
Checking this box helps us keep the YouTube experience transparent and safe for everyone. Here is what changes:
- Viewers stay informed: A disclosure will appear at the start of your video to let viewers know it contains branded content.
- Ad protection: We will still show ads on your video, but we may try to avoid showing an ad that competes with your brand partner.
- YouTube Kids: To keep our environment for younger viewers protected, videos with branded content will be removed from the YouTube Kids app in line with our existing policies.
Can branded content still earn ad revenue?
Yes, if you participate in the YouTube Partner Program, and your content follows the advertiser-friendly content guidelines, you may be eligible to earn ad revenue from videos that have branded content.
However, we may replace an ad that conflicts with your brand partner’s ad with a different ad on videos with branded content. We do this to avoid conflicts. For example, if your video is sponsored by "Brand A," we may want to avoid placing an ad for their direct competitor, "Brand B." This protects the relationship you have with your sponsor, the value we offer advertisers, and ensures a better experience for everyone.
Is there a feature that can help me inform viewers about branded content in my videos?
Yes. Whenever you mark your video as containing branded content, we automatically show viewers a disclosure message. This disclosure message will tell the viewer that it contains paid promotion, and links to this page educating users on paid product placements, sponsorships, and endorsements.
Note that different jurisdictions have various requirements for creators and brands involved in branded content that may require you to do more. Be sure to check and follow applicable laws.
Can I burn video ads (pre-rolls, mid rolls, and post rolls) into my videos?
No. YouTube's ads policies don’t let you burn or embed advertiser-created and supplied video ads or other commercial breaks into your content.
If you have an advertiser interested in serving ads specifically against your content, work with your partner manager. See more info on our policies around third-party embedded sponsorships.
More resources
For further info, we recommend that you regularly refer to your local legal resources, such as the:
- Federal Trade Commission (FTC) in the United States
- Advertising Standards Authority (ASA) in the United Kingdom
- Australian Competition and Consumer Commission (ACCC) in Australia
- European Advertising Standards Alliance (EASA) in the European Union
- Korea Fair Trade Commission (KFTC) in Korea