Twitch announces they are going to be cracking down on streamers who do promotional-like streaming but don't disclose their relationship with a company. While the policy has been in place for a while at Twitch, the company decided after constant feedback to do a better enforcement of these rules.
It will also keep the company in compliance with the FCC who has rules against non-disclosing gifts and false advertising.
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According to Twitch’s Matthew DiPietro, these sponsorship campaigns, referred to as “Influencer Campaigns,” tap the talent of a well-known content creator to drive awareness and purchase intent of an advertiser’s product. This relationship often involves the content creator playing a freshly released or pre-released game for viewers to see.
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The website’s front page will now have videos clearly marked as sponsored channels, newsletters will clearly state if content is sponsored and Twitter updates will be tagged with disclosures like “brought to you by” if content is paid for.
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According to Twitch staff, anyone who still receives promotional copies of products or other non-monetary benefits are still required to follow the Federal Trade Commission’s Guidelines Concerning the Use of Testimonials and Endorsements.
The Guidelines demand that those who endorse products must give honest opinions, findings, beliefs or experiences of the endorser for said products. The endorser must have used the products during the time of the endorsement. Both advertisers and endorsers are responsible for disclosing their relationship, and both advertisers and endorsers are liable for any statements made during an endorsement – including deceptive, false or misleading statements.
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