New requirementsThe new requirements may mean that content creators need to rethink how they use behavioural advertising technology to target their audience.
“We recognise this won’t be easy for some creators and are committed to working with them through this transition and providing resources to help them better understand these changes,” said YouTube in a statement online. FTC said that once the requirements are implemented, it will scope out YouTube to find any child-directed content that still collects personally identifiable information. YouTube is also planning to use machine learning to detect this kind of content. It will then limit the data collection taking place on those videos.
The platform will limit data on child-directed content and stop serving personalised ads on those videos for now. It will also disable comments and notifications on these children’s videos. In addition, content creators will have a new checkbox where they will need to make YouTube aware if their content is aimed at children. YouTube is establishing a $100 million fund, disbursed over three years, dedicated to the creation of thoughtful, original children’s content on YouTube and YouTube Kids globally to ensure it keeps investing in the future of quality content. In the next coming weeks, YouTube will share more about the new updates that impact content creators, brands and users alike.