Twitch Rolls Out A Branded Content Tool to Help Streamers Disclose Paid Promotions

Source: Twitch

Twitch has rolled out a new Branded Content Disclosure tool in the Streamer Manager.

When creators feature branded content such as product placements, endorsements, sponsored gameplay, paid product unboxings, or channel sponsorships in their streams, they must check off a checkbox labeled "Branded Content." This will display an automated disclosure message to viewers indicating that the stream includes a “paid promotion.”

Source: Twitch

While the tool may meet certain disclosure requirements, Twitch says creators and brand partners are still responsible for "complying with all applicable laws and regulations for branded content."

The Branded Content Disclosure tool is a timely addition, considering that Twitch is currently testing new sponsorship solutions between creators and brands.

It makes it easier for creators to do their part when promoting third-party products or services. It also brings Twitch in line with other platforms like Instagram, TikTok, YouTube, and Pinterest, which have all introduced similar tools for creators to disclose branded content in a standard way. For instance, Instagram has a Paid Partnership Label, while TikTok has a Branded Content Toggle.

Twitch says it will not enforce use of the tool until July 1, 2023, to allow creators time to adapt to the tool. This grace period is a good move, considering that Twitch streamers tend to be less experienced with brand collaborations and sponsorships compared to their counterparts on other platforms.

Additionally, the nature of these collaborations can be much more nuanced, and the additional time will allow creators to ask questions through support channels and provide Twitch with the opportunity to make tweaks over the coming weeks.

Governing bodies worldwide are continuing to update and implement new guidelines to provide clearer instructions on how, when, and what creators should disclose. Built-in tools that are easy to use and accessible like this are needed to increase the likelihood that creators are meeting those guidelines.