Blog Post

If someone was paid to stream or curate a game, Twitch and Steam want you to know.

Both Twitch and Steam have issues new rules that ask users to label content and games they were paid to promote.

For Steam, the new rules are aimed specifically at Steam Curators, a feature that was introduced to the platform in a major update last month. Curators are individuals or groups that publish reviews and recommendations on a dedicated Steam page.

The about page for Steam Curators now clearly states that “If you’ve accepted money or other compensation for making a product review or for posting a recommendation, you must disclose this fact in your recommendation.”

On Twitch’s end, the game streaming site published a blog post announcing a new policy and features to better identify “Influencer Campaigns,” meaning cases in which broadcasters are paid to play certain games for promotional purposes.

“While we have always encouraged our broadcasters to acknowledge if they are playing games as part of a promotional campaign, we are now establishing a much more transparent approach to all paid programs on our platform and hope that it sets a precedent for the broader industry,” Twitch’s VP of Marketing & Communications Matthew DiPietro said. “Simply put: We want complete transparency and unwavering authenticity with all content and promotions that have a sponsor relationship.”

Twitch users will notice that sponsored channels and newsletters are now labeled as such, and tweets that promote these streams will be clearly identified as well.

DiPietro later clarified that the new policy pertains specifically to Twitch driven campaigns. For sponsor relationships that are made between broadcasters and publishers alone, Twitch recommends that all broadcasters follow FTC guidelines regarding endorsements and testimonials in advertising.

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