Youtubers develop code with help from CvdM Code to be more transparent about advertisingToday, a large group of Youtubers launched the "Social Code: Youtube." In this code, the Youtubers have laid down agreements to ensure greater transparency about any advertising in their videos. For example, the code states that these creators will indicate in their videos when they are paid to advertise a particular product. The code came about in cooperation with the Media Authority.
The Youtubers and the Commissariaat got in touch following an investigation by the Commissariaat earlier this year. In drafting the code, discussions were also held with other parties, including Advertising Code Foundation, Multi Channel Networks and interest groups. In drafting the code, the Youtubers were inspired by a literature review commissioned by the Commissariaat and conducted by the University of Amsterdam and Radboud University Nijmegen.
Important step
The Commissariaat is pleased with this important step towards more transparency. Chairman Madeleine de Cock Buning: "I am very pleased that the Youtubers have taken up the invitation to work together for more transparency so energetically. With the code they are really taking an important step in the right direction. Through this form of self-regulation, the Youtubers are showing that they want to take responsibility to their viewers. Especially for minors this is very important". The Commissariaat will support the initiators in monitoring the operation of the code and a first evaluation moment is planned in the spring of 2018.
Website
Today also marks the launch of the website www.desocialcode.nl. This website will show what the code entails, who have already joined the code and will allow other Youtubers to join as well. Today was deliberately chosen because it is the first day of Media Literacy Week 2017.
Research
Commissioned by the Dutch Media Authority, Dr. Esther Rozendaal of Radboud University and Dr. Eva van Reijmersdal of the University of Amsterdam conducted a literature review on how to increase transparency about advertising. The research shows, among other things, that in most studies a mention of a paid collaboration was found to lead minors to a better assessment of the commercial nature of a video. Thereby, the clearer and the longer the mention is on screen, the better it is understood. The results of the study have been partially adopted by YouTubers in their code. For example, in the wording they use.
Preparing for the future
Videos of Youtubers do not currently fall under the supervision of the Commissariaat. In the future, the European directive for audiovisual media services may change this. European regulators will then probably have more powers to extend their supervision to platforms such as Youtube. De Cock Buning: "The sooner Youtubers start self-regulation in the area of transparency, the better prepared they will soon be. It is not yet entirely clear whether this code will eventually comply with the directive that is now being amended, but this group of Youtubers is setting a good example in this."
