YouTube Brand Safety Guidelines

YouTube Brand Safety Guidelines and Advertiser-friendly Content

Are you looking to blast your brand by following YouTube brand safety guidelines?

Don’t you find better ways to reach the YouTube branding procedures?

How to promote your brand to the audiences by fulfilling the YouTube expectations?

Here are some YouTube Brand Safety Guidelines that can boost your business branding strategy to be the unique brand.

YouTube is the most popular platform in the world to watch video content. Videos on various topics uploaded to the platform by the diverse set of creators. Brands also prefer to connect with their audience because of the reach of YouTube videos. Video content must comply with AdSense program policies to be suitable for getting advertisements.

Video platforms such as YouTube need to cater to creators, audience and also to the advertiser. Advertisers prefer the videos on YouTube which they feel safe, and if any of the content is considered inappropriate by the advertisers, it will be disabled for monetization. It is thus necessary for the creators to understand how to create advertiser-friendly content on YouTube.

How to Create Advertiser-friendly Content on YouTube Platform?

YouTube is a place where thousands of brands connect with the audience. We must remember one thing that all video content uploaded to YouTube should follow YouTube community guidelines. Here we are listing some points and best practices for Advertisers.The content is key to any videos, choose the best content and give conversational information to the viewers.

Do’s For creating Advertiser Friendly Content:

They should keep in mind that when they are creating videos for YouTube

  • Ensure that the guidelines followed. Read the instructions carefully.
  • Use the title and the thumbnail carefully. Advertisers should represent what the content of the video is but should not mislead the audience.
  • If the titles or thumbnails are misleading, YouTube will not promote the video, and there will be no advertisements.
  • Do not use any profanity, explicit language, graphic visuals, etc. in the thumbnails. These types of things should be strictly avoided in the content as well as in the thumbnails and the title.
  • YouTube says that if the creators replicate any of the ad products on YouTube, the channel will demonetize. There could be some other problems also.
  • If the creators still want to create videos on controversial topics, they should be respectful. Take care not to hurt or insult any individual or group with your content.
  • Create cleaner version by keeping the profanity to the minimum. This will improve chances of monetization. Go to YouTube page to read the guidelines carefully and understand them clearly before implementing them.
  • If the content is misleading, it will not get any advertisements. The creators must ensure that the thumbnails, video descriptions, and video titles are accurately representing the content in the video.
  • Do not use any images that are suggestive or shocking as thumbnails. The videos should be newsworthy or comedic so that YouTube enables them.

We should be respectable top the others and like Viewers, People who watch your content, Groups that you upload your videos.

Do not uses embed your ads in your videos. That means you are violating the Ad Policies.

Use accurate Metadata, Thumbnails to the Videos. If it is any types of Industry you should apply proper Metadata and thumbnails to the video otherwise it is not suitable for the Ads.

What type of content is not advertiser-friendly?

Video creators should know what type of content that they are uploading to YouTube will allow earning money from advertising. There is no point in creating content that is not advertiser-friendly if the goal of the YouTube channel is to make money. Content that should avoid is as follows –

  • Content on subjects like terrorism, sexual abuse, war or political conflicts and other controversial and sensitive issues should avoid.
  • Content that promotes illegal drugs, substances or other dangerous products.
  • YouTube does not consider hateful content advertiser-friendly. The video should not promote discrimination of any individual, group or country.
  • Content with inappropriate language should avoid.
  • Content that shows the family entertainer characters involving in violent, sexual or inappropriate activities.
  • Content that insults or hurts an individual or a group
  • Content that focuses on nudity or sexual stimulations or any other form of sexualized content.
  • Video content that focuses on violence, blood or injury should be avoided.
  • Creators should follow the guidelines of YouTube to create their videos. Advertisers only play their videos which they feel are safe for them. They avoid videos which promote hate, drugs or violence, etc.

However, the platform does not want to stop the creativity or the YouTubers. Create content that attracts the advertisers. YouTube defined what advertiser-friendly content is. The content should be appropriate for all the categories of audience. There should not be any mature content in either the video, in the thumbnail or metadata. It ccan be considered as one of the YouTube Brand Safety guidelines.

Harmful Content:

The content which contains ethnic origin, sexual Orientation, nationality, religion, disability, gender identity, characters of marginalization, individual and groups race is not suitable for Advertisements. The comedy and satiric content exempted from advertising.

Drugs, Dangerous products or Substances:

If you are promoting substances like using alcohol, illegal drugs, sale and abuse of illegal products are not suitable for Advertisements.

The videos are discussing Drugs and other elements for educational, documentary purpose use for advertisements.

Inappropriate language:

The video content which contains the regular use of Vulgarity or profanity throughout the video is not allowed for advertising. For the occasional use of Profanity is permitted for advertising but context matters.

Conversational issues and Sensitive Events:

The video content features of the War, terrorism, political conflicts, sexual abuse even in graphic imaginary not shown, death and tragedies are not allowed for advertising. Example videos abusing death tragedies is not suitable for Ads.

Dangerous Acts:

The promotional video content which includes physical, emotional injuries like sexual harassment, painful instruments, cosmetic procedures and humiliation not allowed for Ads.

Sexually Suggestive Content:

The video content which showcases the focal points of body parts, nudity, sexual simulations, content featuring sexual devices, sex toys is not suitable for video advertising. YouTube has given limited exceptions to nongraphic sexual education videos.

Inappropriate use of Family Entertainment Characters:

The characters in the video content include inappropriate use of violence, sexual harassment, inappropriate behavior whether it may be animated or live is not suitable for ads. The Family characters should use for satire and comedy purpose.


The video content has focal points of injury, blood presented without additional context are not suitable for advertising.

Incendiary and Demeaning:

The video content that is Incendiary, demeaning, shames on one individual and group is not suitable for advertisements.

These above are the Do’s and Dont’s for an Advertiser for creating video content for branding.

Best practices to create ad-friendly content on YouTube

Use graphics in the content. Read and understand the YouTube policies and guidelines and follow them strictly. Promote the video in different ways so that it found by the advertisers and sponsors.

However, the exact criteria for the YouTube algorithm to demonetize videos are not clear. Keywords in the title and the tags also play a role in this. When YouTube demonetizes a video, it sends notice to the creators’ Gmail.

The creators can request manual review of the video. If the video is not found to violate the policies of YouTube, then it will be re-monetized. If the creators do not follow the guidelines of YouTube, they will not get advertisements, or their videos can demonetize which will result in loss of revenue.

It is the hands of advertisers to decide what type of content they want to run their ads. But YouTubers should understand the YouTube Brand Safety guidelines clearly and incorporate them into their videos to make their content appealing to the advertisers.

YouTube is regularly updating its guidelines for advertiser-friendly content, and there was another update in June this year. In this update, YouTube mentioned what topics should be avoided by the creators if they want ads on their channel and also share best practices for creating advertiser-friendly content.

There is a new course within Creator Academy based on ad-friendly content. There were some issues recently such as advertisers complaining that their ads are shown on videos of extremist groups. YouTube rolled out new safeguards to protect its brand partner.

How to Appeal videos marked “Not suitable for most advertisers”?

A new update from the YouTube is “Monetizations Classifier “ to reduce the video misclassified as “ Not Suitable for Most Advertisers.” This update works for misclassified videos from all over YouTube. That means,

If you get green icon looks like a dollar on the green circle, it shows your video is acceptable.

If you get a yellow icon, looks like a dollar on the Yellow circle, it shows your video is not suitable for most advertisers. You can appeal for acceptance.

How to appeal for Video Acceptance:

If you believe that your video is suitable for all brands promotion, then you can request for manual reviews.

If your youtube channel has more than 10,000 subscribers, YouTube will review your unlisted videos. It does not count views.

If your youtube channel has fewer than 10,000 subscribers, right now youtube able to review only 1000 video views from past one week.

To appeal first SignIn to the YouTube channel account.

Go to Video Manager and open videos.

Make sure that your video should follow the above advertiser-friendly guidelines. The advertisers have the only choice of where to show your ads.

Click on “Request Review” and follow the instructions given on screen.

You can only get this option if you are eligible for appeal, it does not appear for not available videos.

Click on “ Submit.” Then Video manager will update your appeal status.

Then your are successfully appeal for video advertising approval.

YouTube Brand Safety

Brand safety is to ensure that the ad of the brand does not appear in a context that can damage the reputations of the brand for example on damaging sites. Damaging sites can be hate sites, adult content sites or those that violate the guidelines of the platforms. Brand safety is to ensure that it appeals to the consumers and they should feel that the brand is professional and safe to deal.

How big and famous the brand may be, consumer perception about it can change in a second all because of the internet, and it can influence people all over the world. Brands are realising this and giving supreme importance to brand safety.

Since the brand safety crisis of YouTube, ‘Brand Safety’ has become one of the hot topics. Google, which owns YouTube changed its format and implemented brand safety measures. This is because Google makes the most part of its revenue from advertising sales. It quickly addressed the concerns of the marketers and took steps.

YouTube brand safety Crisis

At the beginning of the year, YouTube and Google faced significant issue around the brand safety. Reports revealed that the ads of reputable brands appeared on videos from Islamic extremists, white nationalists, and hate preachers.

Advertisers started withdrawing their ads from YouTube over concern that their ads are appearing on offensive videos. In April 2017 YouTube lost more than five percent of its advertisers from North America.

Brand safety issue on YouTube is a matter of significant concern for large brands in the world. The Internet is continuing to evolve, and we could find content with extremist ideologies and which is promoting global terrorism are becoming prominent on sites.

The concern of the brands is that their ads will run on the videos of these sites which damage the reputation of the labels.

What did YouTube do?

YouTube made changes to its policies after reviewing them and tried to give more control to the brands. One of the most significant changes is to restrict ads to creators and channels that have more than ten thousand views.

Significant numbers of people are hired by the video platform to monitor videos. The rules for categorizing content are also tightened up. With this, the brands can now feel confident that the ads will appear on channels that they feel safe.

YouTube is removing content that attacks people based on gender, religion or race. It is also re-examining the community guidelines to determine what to allow on the sites but not to decide which videos should monetize.

Default setting revamps of YouTube will help the brands avoiding exposure to content that is objectionable.

YouTube is also introducing account-level controls so that the brands will be able to exclude particular sites and channels.

YouTube is offering better controls to the brands to update exclusions for content that the audience might find objectionable.

Steps like this ensure brand safety on YouTube. On the part of the brands, they also have to follow some steps to ensure that their trademarks are appearing on protected content.

What should brands do?

Brands must not rely on content platforms such as YouTube to ensure their brand safety. To protect the brand online, they should have some digital advertising solution.

Provide the vendor with the lists that are blacklisted. The vendor might ensure that the ads do not run on these sites. YouTube Brand Safety should be given the top priority by reviewing the sites on which the ads are appearing continuously.

Remove the ads sooner to prevent further damage if the ads are appearing on sites that are damaging. Brands should get insights of where the ads are running and from where conversions are coming. This helps in ensuring that the ads are not on offensive sites.

Advertisers can purchase digital ads easily without even talking to a single human voice. To guarantee brand safety in this automated environment, having insights and excellent working relations with the partners is the only way. All these are one must follow YouTube brand safety guidelines

YouTube Brand Safety Guidelines & Tools

YouTube decided to offer third-party Brand Safety tools and is working with vendors like DoubleVerify and Integral Ad Science. Marketers will have more options when they are placing their ad on YouTube video.

VariousYouTube Brand Safety tools are now available online for advertisers, brands, and agencies. The tool which uses Artificial intelligence, Machine Learning, and Big Data to content before the advertisers’ places the ad on the content. The device uses deep learning algorithms to understand the nature of the content in the videos.

Whitelist and blacklist tools are offered by most of the ad platforms to control where the ads are appearing. Advertisers must make full use of these devices.Programmatic advertising, in a way, is to be blamed for increasing complexity in digital ad ecosystem. Advertisers can opt for private marketplaces created by premium publishers that offer benefits across properties that may contain less objectionable content.

A lot of things is going on on the Internet. We cannot say that everything that is going on is only positive. Brands should take some steps ensure that their brand is on the right side of things that are happening on the internet and maintain the correct image that they created by hard work.


All the advertisers must use the YouTube Brand Safety Guidelines available here. Since hundred percent foolproof system developments do not seem to be possible, a brand must realize and proceed with caution and make use of all the safety tool.

If you are advertiser or marketer, then the revision of this article will be the most beneficial to launch the extraordinary business branding with real-time customers. For suppose if you are a startup then consider all these phrases which can better direct you in the right track of your YouTube journey. YouTube Brand Safety guidelines are the best practices to have the constant oerformance of the channel.

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