YouTube tightens monetisation rules to clamp down on repetitive content

YouTube is updating its partner program (YPP) monetisation policy this July to better address the rise of mass-produced and repetitious content on the platform, content the platform says is already ineligible for monetisation.

The updated guidelines, rolling out on 15 July 2025, will aim to more clearly define what constitutes “inauthentic” content. According to YouTube, the platform has always required monetised content to be both “original” and “authentic”, but the changes are meant to better reflect how spammy or repetitive content appears today.

Rene Ritchie, YouTube’s head of editorial and public face of YouTube Insider, clarified the update in a recent video, stating, “This is a minor update to YouTube’s longstanding YPP policies to help better identify when content is mass produced or repetitive. This type of content has already been ineligible for monetisation for years, and its content viewers often consider spam.”

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While the move sparked concern among some creators running reaction, clips, or commentary channels, Ritchie emphasised that most creators are unlikely to be affected. “That’s it. That’s all,” he added.

Separately, YouTube will also remove the sensitive ad category “Bare skin (image only)” from YouTube Studio starting 15 July 2025. The setting allowed creators to block ads in that category, but will be phased out by 15 August. Creators are advised to use categories such as “Reference to sex” to retain finer control over the ads shown on their content.

MARKETING-INTERACTIVE has reached out for more information. 

The update also comes amid broader internal shifts at YouTube. The platform reportedly revised its moderation approach late last year, ahead of Donald Trump’s return to the White House. According to internal documents obtained by The New York Times, YouTube eased restrictions on politically, socially, and culturally sensitive content, allowing more borderline videos to remain online under a public interest exemption.

One key change includes raising the threshold for potential removal, with videos now requiring at least 50% objectionable content, up from 25%, before takedown is considered. In training materials shared internally, moderators were told to lean toward preserving content if its free expression value outweighed potential harm, and to escalate edge cases rather than delete them outright.

In response to MARKETING-INTERACTIVE at the time, YouTube spokesperson Nicole Bell said such exceptions apply to only a small number of videos but are vital in avoiding blanket removals. The platform continues to update its policies to reflect new formats such as longform podcasts and evolving creator feedback, all while trying to strike a balance between free expression and platform safety.

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