LGBTQ creators call out YouTube for ongoing homophobic ads, demonetization

YouTube’s advertising guidelines include a simple disclaimer: Advertisers “have a choice about where to show their ads.” It’s easy for ads to run on creators’ channels. It’s less simple for creators to block ads from appearing in their videos.

Normally, this isn’t too big of a deal. There are billions of videos on YouTube. Not every one can run a 15- or 30-second Nike ad. Creators who want their videos monetized usually accept they can’t really control what appears as a pre- or mid-roll ad. Many creators are just happy there are ads running at all in this demonetization era.

Then there are disturbing cases like what’s happening to some LGBTQ creators. YouTubers like Chase Ross, a trans lifestyle creator who often posts about his transition, received numerous tweets from viewers concerning anti-gay ads running on his videos.

The ads, which are all from an organization called the Alliance Defending Freedom, which the Southern Poverty Law Center has defined as a hate group, produce homophobic messages.

“Yesterday a bunch of people tweeted me more screenshots and videos of anti-LGBT ads (specifically from Alliance Defending Freedom),” Ross told Forbes. “This started up the conversation with other LGBT+ YouTubers and we all realized our videos had anti-LGBT ads placed on them.”

“I don’t feel like people take us seriously and it needs to change.” Ross told The Verge. “YouTube really needs to start paying attention to this community ... I don’t feel like I belong on a platform that I and other LGBTQ+ individuals helped build.”

Creators like Elijah Daniel and Aaron Ansuini brought up their own concerns with homophobic advertisements running on YouTube, seemingly targeting queer creators. Ansuini teamed up with Ross for a campaign called You Can’t Delete Us to draw awareness to the issue queer creators are facing on YouTube, and is looking to raise $3,000 for queer and trans folk on YouTube.

Concerns from the community caught the attention of Hank Green, one of YouTube’s most notable creators, who called the situation “despicable, gross and disgusting,” pointing out the ads are running during Pride month.

“Are they doing this because they want to freak people out and, ‘Well fine, now I feel like this is an antagonistic place and I don’t feel comfortable on this platform?’ Maybe,” Green said in the video below. “Are they doing this because they want to reach people who are vulnerable, and are looking for support in a time of need? Almost definitely.”

YouTube issued a statement about the advertisements, noting the company employs “policies against ads on YouTube that incite hatred or promote discrimination, and all ads that run on the platform have to comply with these policies.” YouTube added that creators have the power to block certain groups from advertising on their channels.

“Even when an ad does not violate our policies, we understand that creators may not want ads from certain advertisers appearing on their videos,” a YouTube representative told Polygon. “That’s why we give creators the ability to block ads from an advertiser in their AdSense account. We also give creators the option to block certain categories of ads if they choose. In the meantime, we are looking at ways to improve our policies going forward.”

Except not everyone is aware of that power. Green didn’t know that option existed, and neither did Ross. YouTube’s community guidelines don’t explicitly state that creators have the option to block advertisers.

Ross has every right to be angry. In another investigative series, Ross determined that using the word “transgender” led to his videos being demonetized. Ross uploaded the same video twice — once using the word transgender in the title and once without. The experiment seemed to prove Ross’ theory, noting the word transgender seemed to tip off the algorithm about potentially unfriendly content for advertisers.

Notice the yellow dollar sign next to the version of Ross’ video that used the word transgender? That means it’s either available for limited advertising from companies that have essentially said they’re OK with his content, or he won’t receive any advertising. The longstanding general thesis among YouTubers is that LGBTQ content is considered sensitive material. That’s why videos addressing LGBTQ topics may see similar effects that other creators who talk about sensitive issues may face.

YouTube’s guidelines don’t specifically call out LGBTQ content as sensitive material, but the guidelines reiterate that companies have the right to advertise on videos they feel comfortable with.

“We aren’t telling you what to create — each and every creator on YouTube is unique and contributes to the vibrancy of YouTube,” the guidelines read. “However, advertisers also have a choice about where to show their ads. As with everything related to YouTube, use your common sense, don’t abuse the site, and be respectful of others.”

The advertising guidelines further state:

Video content that features or focuses on sensitive topics or events including, but not limited to, war, political conflicts, terrorism or extremism, death and tragedies, sexual abuse, even if graphic imagery is not shown, is generally not suitable for ads. For example, videos about recent tragedies, even if presented for news or documentary purposes, may not be suitable for advertising given the subject matter.

Sensitive topics is a pretty general term, but an investigation by Nerd City uncovered that YouTube is using MPAA-style ratings for advertisers. This allows advertisers to choose what type of content they don’t want their ads running on. Examples include “tragedy and conflict, sensitive social issues, profanity and rough language, sexually suggestive and sensational and shocking.” LGBTQ topics could be interpreted as a “sensitive social issue,” and Polygon has reached out to YouTube for comment on whether that term applies to LGBTQ content.

It’s a frustrating issue, and only made worse by the continuation of these occurrences. YouTube was called out by queer creators and allies in March 2017 after people noticed certain videos with LGBTQ titles weren’t appearing in the platform’s Restricted Feed. The Restricted Feed is often used to prevent violent or disturbing videos from appearing for younger audiences. The company told TubeFilter at the time, “Restricted Mode is an optional feature used by a very small subset of users who want to have a more limited YouTube experience.

“Some videos that cover subjects like health, politics, and sexuality may not appear for users and institutions that choose to use this feature.”

By June 2017, YouTube CEO Susan Wojcicki announced the company was overhauling its previous rules regarding Restricted Mode to ensure that LGBTQ videos weren’t hidden for viewers. Wojcicki wrote:

Our intention was never to limit this kind of content; having spoken to LGBTQ creators and YouTube employees, I understand just how important it is that teens and students be able to view it. That’s why we’ve updated our policies to explicitly allow these videos in Restricted Mode -- it still won’t work perfectly but over time our systems will get better. We apologize for these issues and want to reaffirm our commitment that YouTube is a place where all voices can be heard.

It seemed OK for a while, but by the end of the year — when YouTube was facing one of its worst advertising backlashes in the wake of multiple controversies — queer creators started noticing their videos were being demonetized again. That included Ross.

Time and time again the message from creators to YouTube is simple: LGBTQ folk are being targeted for their content, and that’s not right. A company representative told Ross on Twitter that sometimes the algorithm it relies on to wade through millions of videos gets things wrong. The representative added the company is working to be better.

“We understand how these mistakes can hurt and make it appear we don’t support trans creators,” the representative said. “Please know that we do deeply care about and support the trans community that’s grown up on YouTube. We’re constantly working to improve our systems and meet with a group of LGBTQ creators quarterly to find better ways to serve and support LGBTQ creators.”

Update: A YouTube representative told Polygon there aren’t anyLGBTQ-related words or terms that trigger demonetization, despite Ross and other creators stating otherwise. YouTube is constantly working to ensure that bias is kept out of the algorithm, although that’s now how creators see what’s happening to their videos. The representative’s full statement can be read below.

We do not have a list of LGBTQ- related words that trigger demonetization and we are constantly evaluating our systems to ensure they are enforcing our policies without any bias. We use machine learning to evaluate content against our advertiser guidelines. Sometimes our systems get it wrong, which is why we’ve encouraged creators to appeal. Successful appeals ensure that our systems get better and better.