Online video hosting service Twitch is taking steps to provide transparency for users concerned about sponsored content featured by well-known broadcasters. According to a post on the official Twitch blog the online provider is taking steps to reign in what are referred to as “influencer campaigns”.
Matthew DiPietro, the Vice President of Marketing and Communications for Twitch, has said that the changes come as a response to community demand for greater knowledge in regards to broadcaster opinion verses that of a paid endorsement.
“While we have always encouraged our broadcasters to acknowledge if they are playing games as part of a promotional campaign, we are now establishing a much more transparent approach to all paid programs on our platform and hope that it sets a precedent for the broader industry. Simply put: We want complete transparency and unwavering authenticity with all content and promotions that have a sponsor relationship.”
Twitch has indicated that all paid-for content, newsletters and video broadcasts, will display a “sponsored” tag in order to be in line with FTC guidelines. These changes however only apply to Twitch as a provider and not necessarily to the individual broadcasters. The host service encourages users to follow the FTC guidelines but tagging sponsored content is more of a suggestion than a rule.