If you’re a parent, YouTuber, or marketing agency, keep reading, because this concerns you!

Changes have come to YouTube. That’s right, as of January, YouTube creators will be denied the ability to collect data from viewers if they mark a video as ‘kids content’.

While some content creators are fuming over the new system, we at Bear see it as an important step in the right direction.

We’re not only passionate about online safety but dedicated to standing by the personal privacy of our friends who love a bit of the Tube. In a world that revolves around the internet, it’s important that we stand up for what we believe is right – because who knows what personal data of ours is being collected?

What’s the situation?

YouTube must now obtain consent from parents before collecting personal information such as a child’s name or photos. (Expect a few more taps on the shoulder from the littlies from now on!)

This was because, in September of last year, YouTube reached a colossal $170 million settlement with the Federal Trade Commission after they allegedly harvested personal information from children.

It’s the biggest fine ever incurred because of a violation against the Children’s Online Privacy Protection Act (COPPA) and will consequently prevent the online video-sharing giant from employing its powerful ad-targeting system on anyone who is identified as under the age of 13.

Who does this affect?

For those parents with children who can’t get enough of video-streaming, you’re in the clear, but if you’re a YouTuber or advertiser, things are a-changin’.

It’s a major game-changer in the world of advertising, and it has left some creators clueless as to where they lie in the overall scheme of content creation and marketing. Some advertisers are even panicking because they’re afraid it will result in lower ad revenue.

In terms of video subject matter, content creators will have to think about whether their videos place an emphasis on kids characters, themes, toys or games, and so on. Luckily, YouTube’s new audience setting (which can be found in YouTube Studio) helps creators indicate whether or not their content is made for kids.

YouTube will also use machine learning to help identify what content designations are accurate, but if content creators believe there is a mistake, they can simply update it. They will only override a creator’s designation if it registers as abuse or if an error is detected.

So content creators, don’t fret, the Tube wants to work with you, not against you.

For more information about YouTube’s change in restrictions, click here.

Happy streaming!

Bear team.