YouTube once again finds itself in hot water.
Recently, businesses such as Disney and Nestle pulled their ads from the platform after a concerned YouTuber called attention to the number of predatory comments and videos targeting children. In response, YouTube terminated more than 400 channels and tens of millions of comments and then announced on February 28 that it will ban comments completely for most videos of kids. In addition, YouTube said it is “continuing to grow our team to keep people safe.” But just as it seemed the uproar was beginning to die down, YouTube was hit with more ugly incidents:
- The resurgence of the Momo Challenge on YouTube – a viral hoax that reportedly encourages self-harm – caused YouTube to demonetize all videos about Momo.
Events of recent days are not the first time YouTube has found itself in the news over the posting of inappropriate content. Two years ago, I blogged about how YouTube’s lax reviewing standards and an easy monetization process resulted in mainstream ads appearing alongside disgusting content such as videos created by extremist groups. Although YouTube has vowed repeatedly to devote more resources to policing its content, obviously the platform is not completely safe.
Of all the firestorms engulfing social media platforms lately, I can’t think of anything that approaches a level of severity than the exploitation of children. But can YouTube stamp out the problem through the measures it has announced?
Meanwhile, as my colleague Kurt Anagnostopoulos noted in a blog post, social media is a messy place for brands to live. No matter what steps YouTube takes, the site will never be free of inappropriate content. I suspect most businesses will tolerate occasional flare-ups so long as they are dealt with swiftly. It’s the pattern of abusive content that causes businesses to pull their ads. For YouTube, gaining and keeping trust will come down to how well the platform stops the flare-ups before a pattern emerges.
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