YouTube targets misleading titles and thumbnails in India with stricter enforcement on clickbait content

By Sunita Iyer | First Published Dec 21, 2024, 2:04 PM IST

YouTube has announced it will begin enforcing stricter rules against misleading video titles and thumbnails in India, focusing particularly on content that misrepresents breaking news or current events. This crackdown, aimed at tackling "egregious clickbait," comes as the platform seeks to ensure that viewers are not misled by video titles or thumbnails that promise content the video fails to deliver.

The enforcement will be implemented gradually over the coming months. Initially, YouTube will remove violating videos without issuing strikes against creators, offering them time to adjust to the new guidelines. The company has stated that enforcement will prioritize new video uploads, with existing content being less of a focus at this stage.

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YouTube's new policy targets misleading practices often seen in political or news-related videos. For example, titles that claim "BREAKING NEWS" or make bold statements like "The president steps down" are used to attract views, even if the video content has little or no connection to the claim. The policy will also address thumbnails that advertise "top political news" or sensationalize content without actually discussing the topic.

YouTube emphasized that such misleading practices can leave viewers feeling "tricked, frustrated, or even misled," especially when they come to the platform seeking important or timely information. The company acknowledged the impact this kind of clickbait has on user trust, particularly in a climate of rapidly evolving news stories.

While the policy primarily targets political and government-related content, it remains unclear whether it will extend to other areas like sports. YouTube has yet to clarify how it will categorize news or current events, leaving some questions unanswered regarding the full scope of enforcement. Furthermore, the company has not disclosed how it plans to detect discrepancies between video content and its promotional elements, such as titles and thumbnails.

In addition to addressing misleading video content, YouTube has entered into a partnership with the Creative Artists Agency (CAA) to develop tools that allow creators and artists more control over how artificial intelligence (AI) is used to depict them on the platform. This collaboration will enable influential figures to access technology designed to identify and manage AI-generated content featuring their likeness.

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