GLOBAL: YouTube, the Google-owned video platform that has been under intense pressure over the placement of ads on inappropriate sites, has now said it will not allow ads on channels that have fewer than 10,000 lifetime views.

The company announced in a blog post last week that it is changing some of the terms of its YouTube Partner Program (YPP) to build in extra safeguards for advertisers.

It also wants to crack down on the number of channels that try to make money by re-uploading original content created by others. As a result, YouTube has raised the threshold that creators have to meet to join the YPP.

"We will no longer serve ads on YPP videos until the channel reaches 10k lifetime views. This new threshold gives us enough information to determine the validity of a channel," wrote Ariel Bardin, YouTube’s VP of Product Management.

"It also allows us to confirm if a channel is following our community guidelines and advertiser policies. By keeping the threshold to 10k views, we also ensure that there will be minimal impact on our aspiring creators. And, of course, any revenue earned on channels with under 10k views up until today will not be impacted."

Bardin added that YouTube will soon introduce a review process for new creators who want to join the YouTube Partner Program. It will mean that any creator hitting 10,000 lifetime views on their channel will have their activity checked against YouTube's policies.

"If everything looks good, we'll bring this channel into YPP and begin serving ads against their content. Together these new thresholds will help ensure revenue only flows to creators who are playing by the rules," he explained.

Time will tell whether the reforms are enough to placate advertisers who, for a long time, have been calling for more brand safety in digital advertising.

But, as TechCrunch pointed out, YouTube's imposition of a 10,000 threshold should weed out many videos that are obscure or offensive, while also making it likely that fewer videos would require review by human staff.

Data sourced from YouTube, TechCrunch; additional content by WARC staff