促請YouTube審視及修改現行「黃標」機制

一群市場及營銷界從業員 聯署信

Urge YouTube to review and adjust the current “demonetized” policy

Letter from a group of marketing and sales practitioners

 (Please find English version below)

我們是一群巿場及營銷界從業員，也就是「廣告商」的一員。

關於YouTube現行對影片標註俗稱「黃標」的機制，標記「不適合放送廣告的內容」，我們希望向YouTube表達以下意見。

1.      我們了解現行會被「黃標」而「只能放送部分廣告或完全不放送廣告」的內容主題，在YouTube系統定義包括：不當言語、暴力內容、成人內容、有害或危險舉動、仇恨內容、辱罵及貶抑他人的內容、消遣性毒品和藥物相關內容、菸草相關內容、槍械相關內容、標榜闔家觀賞的內容中出現成人主題，以及近年在市場引起更多注意的「爭議性話題和敏感事件」。

而這定義載於「廣告客戶青睞內容規範」標題之下。( 參考 2020年3月1日 https://support.google.com/youtube/answer/6162278

2.      我們關注是否有可能確定「全部廣告客戶」及「全部潛在廣告客戶」皆同意此「廣告客戶青睞內容規範」。如不能確定，我們促請YouTube修改「廣告客戶青睞內容規範」的描述。

「廣告客戶」牽涉的產品及服務非常廣闊，我們相信不同品牌的定位，有可能與YouTube現行「廣告客戶青睞內容規範」不謀而合，也有可能並不相同。因此有機會存在「廣告客戶」需求「不排除」或不介意「不排除」相關影片內容。

3.      現行「黃標」機制由YouTube系統將影片「黃標」，如有「廣告客戶」希望「不排除」或不介意「不排除」相關影片，也不能透過YouTube系統在相關影片落廣告，是削弱了YouTube協助廣大廣告商接觸目標消費者的能力。

4.      被「黃標」影片的創作者(YouTubers),即使其影片存在希望或不介意落廣告之「廣告客戶」，也不能得到廣告收入，有機會因而減產、停產或轉移到其他平台製作內容。

5.      我們理解YouTube的重要優勢之一，是應對了市場對於多元內容的需求，能吸引廣泛的影片的創作者製作多元內容，現行「黃標」機制如令部份YouTuber減產、停產或轉移平台，亦削弱了YouTube此重要優勢。

6.      YouTube 現時(2020年3月1日)在網頁上簡介之定位是「我們的使命是賦予每個人向世界發聲的機會。」，包括對四項基本自由的承諾：自由表達意見、自由取得資訊、自由選擇成功途徑、自由加入社群。(參考：https://www.youtube.com/about/ March 1, 2020)其中「自由選擇成功途徑」描述為「我們深信每個人都能以自身特色與獨到風格開創一番事業，爭取揚名立萬的機會，而成功與否全交由觀眾定奪。」

7.      在「黃標」機制下，內容生產者(YouTubers)的成功與否，卻不是「全交由觀眾定奪」了。

8.      我們作為「廣告客戶」欣賞YouTube定位的成功，因此希望YouTube能貫徹成功要素及品牌承諾。

9.      另外，建議將「是否客戶青睞內容」的判斷權，交回給「廣告商」，以真正從廣告量反映「是否客戶青睞內容」。當然如YouTube能提供更仔細的內容分析分類選擇更好，但明白每分鐘上載YouTube平台的影片海量，未必是現時技術能處理。

10.  建議其中一種微調做法，首先「停止一刀切」將現行「廣告客戶青睞內容規範」的影片「黃標」而令其「只能放送部分廣告或完全不放送廣告」。將現行「廣告客戶青睞內容規範」的內容主題清單加入「廣告設定」系統，讓有不同需求的「廣告客戶」自行選擇其每個廣告是否要排除相關內容。

11.  以上建議相信能協助YouTube, YouTuber, 公眾及廣告商四方面皆能各取所需，互惠互利，亦貫徹了YouTube的品牌定位及承諾。促請YouTube審視現行「黃標」機制，盡快作出合適的調整。

一群市場及營銷界從業員 聯署

2020年3月1日

We are a group of marketing and sales practitioners, that is a member of the "advertisers".

Regarding YouTube's current "demonetized" policy, commonly known as "yellow label", by which YouTube labels video which are "content that is unsuitable for advertising", we would like to express the following opinions to YouTube.

1.      We acknowledge that as defined in the current YouTube system, the content themes that will be marked with "yellow label" and the system will "only partially receive advertisements or would not receive advertisements at all" include: Inappropriate language, Violence, Adult content, Harmful or dangerous acts, Hateful content, Incendiary and demeaning, Recreational drugs and drug-related content, Tobacco-related content, Firearms-related content, Adult themes in family content and the lately controversial theme "Controversial issues and sensitive events".

This definition is under the headline “Advertiser-friendly content guidelines” (Refer to https://support.google.com/youtube/answer/6162278?hl=en March 1, 2020)

We concern about the possibility to ascertain that "All Advertisers" and "All Potential Advertisers" agree with this “Advertiser-friendly content guidelines” If this cannot be certain, we urge YouTube to revise the description “Advertiser-friendly content guidelines”. (Remark: in Chinese version, the title is “Advertiser favored content guidelines”)

2.      "Advertisers" involve a very wide range of products and services. We believe that the positioning of different brands may coincide with or may not be the same as YouTube’s current “Advertiser-friendly content guidelines”. Hence, there is possibility of existence of "advertisers" who demand for "not to exclude" or do not mind "not to exclude" the concerned video contents.

3.      The current "demonetized" policy is to mark videos with “yellow labels” by the YouTube system. If an "advertiser" wishes "not to exclude" or do not mind "not to exclude" concerned videos, they still cannot place advertisements in the concerned videos through the YouTube system. This situation is weakening YouTube’s ability to help advertisers reach their target consumers.

4.      For the creators of "yellow labelled" videos (YouTubers), even if there are "advertisers" who intend to or do not mind to advertise in their videos, they will not be able to receive advertising revenue. This may cause these YouTubers to reduce or stop production, or migrate to other platforms.

5.      We acknowledge that one of the major advantages of YouTube is that YouTube responded to the market's demand for diversified content. It can attract a wide range of creators to produce videos with diversified content. If the current "yellow label" policy causes some YouTubers to reduce or stop production, or migrating to other platforms, it is weakening an important advantage of YouTube.

6.      The current positioning of YouTube, as of March 1, 2020, published in the official website is "Our mission is to provide everyone in the world an opportunity to voice out." (Translation from Chinese version). It includes four fundamental freedom commitments: Freedom of expression, Freedom to access Information, Freedom to choose the way to success and freedom to join communities. (Reference: https://www.youtube.com/about/ Among them, " Freedom to choose the way to success " is described as "We deeply believe that everyone can develop a career with their own characteristics and unique style. Strive for opportunity to make a name for themselves. Success or not is totally determined by the audience." (Translation from Chinese version)

7.      Under the "yellow label" policy, the success of content producers (YouTubers) is not "totally determined by the audience".

8.      As “advertisers”, we appreciate the success of YouTube’s positioning. We therefore hope that YouTube can carry through your successful factors and brand positioning promises.

9.      We suggest YouTube to return right to judge "whether a video content is advertiser friendly" to the "advertisers", so as to truly reflect "whether a video content is advertiser friendly" by advertising traffic.

Certainly, if YouTube can provide more detailed content analysis and classification options is better. However, we understand that consider the huge quantity of videos uploaded on the YouTube platform every minute, it may not be possible to handle with current technology.

10.  We suggest one adjustment to the current "yellow label” policy:

Firstly, "stop the current one-size-fits-all policy" that mark videos with "yellow label" based on the “Advertiser-friendly content guidelines” and make the videos can "only partially receive advertisements or cannot receive advertisements at all".

Secondly, add the content theme list of the current “Advertiser-friendly content guidelines” to the "Advertisement Settings" system, so that "Advertisers" with different needs can choose whether to exclude the concerned content for each of their advertisements.

11.  We believe the above suggestions can help all four stakeholders: YouTube, YouTuber, the public and advertisers to achieve their needs and be beneficial to each other. In this way, YouTube can also carry through its brand positioning and commitments. We urge YouTube to review the current "yellow label" policy and make appropriate adjustments as soon as possible.

Yours faithfully,

A group of marketing and sales practitioners

1st March 2020