YouTubers have to declare ads. Why doesn't anyone else?

Tom Scott

2,6 milj. näkymät186

    Around the world, there are regulations for "influencers". Those regulations make sure that if someone is paid to endorse a product, they have to declare that payment to the people watching. But why does no-one on TV, or film, or anywhere else have to do that?
    👥👥 CREDITS 👥👥
    Written and performed by TOM SCOTT www.tomscott.com/
    Script assistant ANDREA MARKS
    Animation BILLY CRINION BillyCrinion and WILLIAM MARLER wmad.co.uk
    Dubbing mixer GRAHAM HAERTHER
    "Does the Spearmint Lose Its Flavor on the Bedpost Overnight" by Rose/Broom/Breuer (1924), arranged for orchestra by BENJAMIN SQUIRES www.benjaminsquires.co.uk/
    Thanks to EVAN EDINGER, JESSICA ENDOYAN, CHRISTINA HERNANDEZ, the TINY SPECK team, and SAM VALIANT
    Filmed safely: www.tomscott.com/safe/
    © Pad 26 Limited MMXXI
    📄📄 SOURCES 📄📄
    💵 PAYMENT AND CONTROL
    Lonnie Donegan changing Spearmint: mentioned in a lot of places, but I can't find a contemporary account.
    Ray Davies flying: thekinks/status/1265203792754212864 and www.cbc.ca/radio/undertheinfluence/why-ray-davies-flew-26-000-km-to-save-lola-1.5009086
    BBC trademark policy: www.bbc.co.uk/programmes/articles/5R152hTbVPQdYjn29q5jt4/16-songs-banned-by-the-bbc
    Pitbull and Kodak: pitbull/status/16567622829080576
    Pitbull and Voli: voli305vodka.com/ "Owned and operated by Armando Christian Perez, aka Pitbull"
    Gucci on Lil Pump: no quotes, but given the lyrics and video, it's safe to say they didn't have control
    YMCA reaction: news.google.com/newspapers?nid=1346&dat=19790329&id=M3VRAAAAIBAJ&sjid=uPoDAAAAIBAJ&pg=7192,10172867
    ✔️ YOU HAVE TO DECLARE IT
    US Code Title 15: www.law.cornell.edu/uscode/text/15
    Nikkie de Jager, One Dip Makeup Challenge: fiblock.info/face/videot/dnpkbKCGhZjaoaA.html
    Disclosures 101 for Social Media Influencers [PDF]: www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf
    An Influencer’s Guide to making clear that ads are ads [PDF]: www.asa.org.uk/uploads/assets/uploaded/3af39c72-76e1-4a59-b2b47e81a034cd1d.pdf
    The FTC’s Endorsement Guides: What People Are Asking: www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking
    FIblock declaration: support.google.com/youtube/answer/154235
    ❌ NO-ONE ELSE HAS TO DECLARE IT
    McFlurry: adage.com/article/adages/30-rock-mcflurry-scene-paid-placement/134689
    Snapple: www.reuters.com/article/us-30rock-idUSN2833828120071128
    "Branded content pods": adage.com/article/media/snl-air-fewer-commercials-season/303697
    Farrow and Ball: www.bournemouthecho.co.uk/news/18014632.saturday-night-live-sketch-features-farrow-ball/
    Branson cameo: www.cinemablend.com/pop/Branson-s-Bond-Cameo-Was-Bought-1558.html
    Superman's $40,000: www.latimes.com/archives/la-xpm-1989-03-08-ca-322-story.html
    Bond placement: www.bbc.com/culture/article/20151001-does-bonds-product-placement-go-too-far
    Lorraine Kelly's tax bill: www.theguardian.com/business/2019/mar/20/lorraine-kelly-theatrical-artist-tax-tribunal-judge-rules
    🎢 WE'RE GOING TO DISNEY WORLD
    "Moms' conference": www.5minutesformom.com/disneysmmoms/
    SNT viewing figures: www.eveningexpress.co.uk/lifestyle/entertainment/saturday-night-takeaway-smashes-ratings-record-after-airing-without-audience/
    "19 years in a row": www.chroniclelive.co.uk/news/tv/ant--dec-win-best-17648154
    "Can't find any other example" of the castle being covered: www.disboards.com/threads/ant-and-dec-tv-show-live-from-magic-kingdom-in-april.3581535/
    Ofcom on product placement in UK TV: www.ofcom.org.uk/tv-radio-and-on-demand/advice-for-consumers/television/product-placement-on-tv
    "One article on a tabloid web site": www.thesun.co.uk/tvandshowbiz/10841854/ant-and-dec-trademark-name/
    🇺🇸 THE LAND OF THE FREE 🇺🇸
    FCC, "The FCC and Freedom of Speech": www.fcc.gov/consumers/guides/fcc-and-freedom-speech
    US Bill of Rights: www.archives.gov/founding-docs/bill-of-rights
    First Amendment exceptions: fact-checked by legal experts, but best summarised on Wikipedia: en.wikipedia.org/wiki/First_Amendment_to_the_United_States_Constitution
    Commercial speech: www.mtsu.edu/first-amendment/article/900/commercial-speech
    Communications Act 2003: www.legislation.gov.uk/ukpga/2003/21/contents
    Animal Defenders International v United Kingdom: hudoc.echr.coe.int/fre?i=001-119244
    CMA, "Social media endorsements: being transparent with your followers": www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/
    German product placement: www.grin.com/document/417399
    📕 CHAPTERS 📕
    00:00 Intro
    00:58 1. Payment and Control
    05:47 2. You Have To Declare It
    09:17 3. No-One Else Has To Declare It
    18:03 4. We're Going To Disney World
    24:47 5. The Land Of The Free
    31:15 Outro

    Julkaistu 11 päivää sitten

    Kommentteja

    1. Tom Scott

      "Influencers have to declare sponsorships clearly and up-front. Why doesn't that apply to any other medium?" would have been a much more accurate title, but alas, FIblock titles have to be short and catchy!

      1. 0623kaboom

        btw north america does have a law that says paid promotion must be declared on all media ... yup those but wait theres more commercials are disclaimed as paid promotions ... just because the UK doesnt have them doesnt mean no one does ...

      2. theAverageGam3r

        Great video! To look at all of this backwards, I wonder if there have been cases where influencers / media have paid (to create their media) to talk negatively of a brand and have been subsequently sued for slander

      3. Nicole Yu Ni

        .

      4. Desperadox

        That makes more sense than the title.

      5. Alex Darvos

        @Bonjour jn BBQ brn brer. We uv w tun

    2. J P

      I’m sure lobbyists “law influencers” had nothing to do with these blatantly tilted laws.

    3. SpeckOfDignity

      I was really surprised when I watched Captain America: Civil War on Disney+ and they mentioned “paid promotion” in the warnings for the movie because of Cap stealing and driving (obviously with a lingering shot on the logo) a truck (I genuinely cant remember what company it was, I think either Ford or Toyota). Yet on Netflix when watching Quantico, where for multiple whole episodes they only referred to a truck the main character stole and was driving as “the blue Tacoma”, and had many lingering shots of the logo or the Tacoma name on the side, yet no warning was there. The enforcement is clearly not consistent or is just entirely not there and for once in their life Disney decided to err on the side of good

    4. Dearyvette TN

      One of the best YT videos I accidentally clicked on 👍well done!

    5. Surviver

      The vape part killed me. THAT RDA MOD THO

    6. CekoJuna

      Geez, the amount of big you tubers in the comments is astounding.

    7. Tim Sawyer

      I think it's safe to say all forms of media that take money for advertising should be declaring it.. But I believe the main reason why social infuencers need to be extremely clear about it, is because an overwhelmingly large portion of their audience is comprised of very impressionable children.. Call me a liar... This Social Media age has become an advertising monster.. Right now you'd be hard pressed to find a child anywhere in the world that isn't "Influenced" by someone on the internet.. Most children have been raised by them... I know it's good money and the majority of them have worked hard to get where they are, but honestly, being a "Social Influencer" has to be one of the grossest jobs in history.. They are all one notch above predators handing out candy from a van... And the companies paying them all to advertise are no better. Big corporations have been trying like hell to find a way to advertise to kids forever.. Now they have it.. That's why you have a job, Tom Scott. Sleep well.

    8. MarioDCreator Gaming

      Well I liked the video because I believe it to be a very good argument but I disagree for a couple reasons. I believe that people should be able to advertise whatever they want and they don’t have to say anything about them gaining anything from it but I do believe this should apply to anyone not just super rich people and corporations. Now it’s up to the people who watch tv and entertainment to do their due diligence and figure out if what they want to buy is truly worth it. It is my opinion that people should take responsibility for their own well being and their own money.

    9. dragnridr05

      If a person is PAID to PROMOTE an item, then yes, they should declare it. Otherwise, If they bought a product with their own money, then they shouldn't have to declare it. I buy Mt Dew once in a while, but most of the time, I make sweet tea. If I happen to have a bottle of Mt Dew in my video, it's because I BOUGHT IT with my OWN money. Should not have to be declared. It's really simple. FIblock is getting too big and needs the snot kicked out of them by the creators. Now if a youtuber is a reviewer, and they receive an item for a review, they should at least say it was sent to them for review, and then they should give an HONEST review of it. If the company sends an item for a positive review, then the reviewer should send it back.

    10. H_ng_m_n

      The intro. Absolute gold.

    11. Ryan Daniel

      Tom vaping gave me courage that anyone can be sober lmfao. 11:45

    12. xChaosMods

      "Time to play - is this an advert?" *2 youtube ads pop up*

    13. Ptah Asar

      As a kid, I knew even home video games cheated but we owned those cartridges. The nature of Arcade meant it was a scam to cheat you out of quarters! I think Asphalt 8 was the game that made me let go! Now Pay to Win is the true name of cell phone games!

    14. knivesnflowers

      6:05 i know that bedroom and idk where from (wait it's evan edinger's omg)

    15. Lemon Lime Movies

      Hi, i have a question about your mouth operated fog machine, is that safe? I a trying to find ways to avoid peer pressure by saying I dont do things like 0% alcohol beer and a mouth operated fog machine would fit that mo.

    16. regitt

      yooo tom be gameing doe

    17. DD

      Absolutely no reason that the sponsors can't be posted during the opening credits.

    18. mathskzha

      What're the edge cases to those regulations? Like at what point would a FIblockr vs a movie get in trouble for an extra or a rando walking past while using a product or do they have to be interacted with by the main cast to be something of significance?

    19. Uhhuh

      Main problem I have is two different sets of standards for individual influencers and for large entities. There should be one consistent set of regulations for everyone

    20. Jason Antonucci

      its like how gambling sites use their '.net' address with only play money for advertisements but then offer real money games on their '.com" site

    21. Bruce Thomas Wayne

      14:47 Superman head-butted the habit.

    22. δτ

      Since money can distort the public forum so much, isn't the evil in question rather obvious? By allowing more affluent entities greater influence, you allow them an extent of control that may be rather small but is often rather large (see corporate media) and is distinctively undemocratic. In Germany for example, threatening the democratic, Liberal order of the state is grounds for an organisation to be banned (see the KPD which was forbidden in 1956). The USA have similarly if not more so cracked down on Communists during the Cold War, so they should have similar rules in place that have already been applied in the past.

    23. δτ

      28:02 Liberals destroyed

    24. Elite gaming

      Are you related to Barry scott

    25. OutUnicorn 993

      I didn't have one yes or no advert right

    26. Name Name

      On one hand, this video may help inspire the UK to tighten their advertising restrictions on other forms of media outside of the internet. On the other hand, this video may inspire influencers in the US to start a class action lawsuit to repeal the US's influencer restrictions.

    27. Richard Lannen

      Great video Tom, I wonder if the reduced regulation on tv has anything to do with soap companies creating soaps....chicken or the egg scenario with advertising and shows...

    28. Asher's Nation

      "I am morally complicit in this"

    29. bagnome

      I just assume any brand name I see might be an advertisement.

    30. Poodles rock

      So funny that this upload is full of ads..

    31. jessy

      If people are stupid enough to not think about things and that leads them to buy products because someone else used them then too bad, if someone lies to sell products then they should be dealt with.

    32. Silver Paladin

      I pay for FIblock Premium, and so I am not supposed to have commercials. Now I visit your channel and I have to sit through sponsorship. I would rather have a warning so I can move past your video.

      1. Silver Paladin

        Ok. so I am further in the video. The question should be more like "why does the GOVERNMENT require discloser for ads and not film, tv and other forms of traditional media... makes more sense now!

    33. Lincoln Worsham

      11:47, my favorite moment.

    34. Brian Bertram

      Im probably wrong, but maybe the rule for a social media influencer to disclose ads on yt is for younger audience, I would be inclined to believe "adults" would know what an ad is and that the influencer probably doesn't care about the product or game or whatever. Idk

    35. Dinero, Inversión y Rock & Roll

      I think you shouldn't have to disclose anything, but the double standard is troublesome.

    36. Jim Whitehead

      The UK restrictions on political advertising only restrain challengers, since officeholders or famous people need only appear at functions looking good, to get tons of free publicity, to boost their personal brand. Politicians know this and use it everywhere.

    37. Pumpkin

      scot is getting old

    38. Dorothy Sanders

      The stiff shingle randomly balance because toilet erroneously guess against a nosy burglar. grotesque, tightfisted bait

    39. Kelly OShea

      "Junket" as you call them are very popular with Doctors. Given by big Pharma.

    40. Kelly OShea

      That's a great question. Why is that???

    41. Sonia Apodaca-Harms

      So much great info. So glad I found your channel!

    42. Kanakotka

      I'm sad that the scene from Kung Pow isn't here. It's the best scene of advertisement that's not an advertisement clearly played as a joke.

    43. Alex

      you can just say rigged like a slot machine. they're designed the same way. gives you just enough to think you're winning

    44. Laszlo Fyre

      I'm declaring that my feet hurt, yet again.

    45. Mark Salzwedel

      Funny, but just before you played the 30 Rock clip, I got a FIblock ad interrupting. I was going to be really impressed.

    46. Gregory Mammone

      Question: can drug companies market directly to patients in the UK like they do here in the USA?

      1. Nicky L

        No. Not prescription meds, just OTC. We did start seeing Viagra ads but they were more advertising the online pharmacy service supplying it, I think.

    47. Jamie Keen

      Great video, always enjoy yours. Are the cliffs in the back ground the seven sisters?

    48. dtown902

      Very interesting video. Some of it seems a little silly but as a whole picture I get what Britain is trying to do. I wish Canada had similar laws.

    49. Seraph O. Storms

      Nobody should have to declare anything. Use your brain to figure it out.

    50. Chris Rocket

      Cus corporations are better than people and deserve less restrictions /s

    51. Lee Henderson

      Why don't youtube just create an overlay so that the user can choose if they see the "P" or not? The influencers then only need to use the system to add the indicators rather than having to bake them into the videos. In fact, considering how smart-TVs are becoming the norm, why not make that the case for all media?

    52. lel

      Are you getting older?

    53. Seraph O. Storms

      Sometimes I forgot how fashy the UK is on free speech. Oi, pay yer BBC tax or the bobbies will bonk you.

    54. zetamale

      This comment is not sponsored.

    55. Arridian

      "No influencer has the money to challenge them" No, Mr. Beast does.

    56. DJ Bongwater

      tom scott, the realest guy on this website

    57. Pia Nyström

      What a highly interesting and informative video! And yet entertaining. On Swedish state television or radio, I notice that when an interviewee mentions a brand name, the interviewer has to say "Or any similar brand", which always sounds corny, because the brand already got its mention to a large public. Very clever reasoning, Tom, I enjoyed it immensely!

    58. Žan Dolenc

      Im wondering uder which countries regulation do people need to follow... Where you register your company, what passport do you have, in which country you are currently residing in???

    59. Seven Stop

      On this episode of America is weird...

    60. Kolin Martz

      I disagree. Regulations should be loosened for “influencers”.

    61. NoCultist

      It's so calming to have no influence on anything whatsoever.

    62. Major Glory

      "So the FCC won't let me be Or let me be me, so let me see They try to shut me down on MTV But it feels so empty, without me".

    63. DabreadMan

      You've met Concert filling, Fortnite invading and has a meal in his name Travis Scott; get ready for smooth, persuasive, can sell you the shirt off your back and all around people's person, Tom Scott.

    64. Leila Tumbleston

      Nice bit o beachy head.

    65. Kate Wieneke

      FIblock recommended this video to me. So glad it did. Brilliant job!

    66. Joel Atteberry

      Or in the United States a High Fructose Corn Syrup filled drink. However MEXICAN Coke is still NOTa joke.

    67. TheColaGoodfellow

      FIblock has relentlessly recommended this to me over and over again, even putting it as my "Up Next", so now I am watching it, I guess.

    68. XKS99

      The UK sounds like a frightening hellscape.

    69. Greg Lialios

      The agreeable success moberly tire because fact putatively bless from a poised pumpkin. grumpy, jumbled swan

    70. Abir Mahmud Dipto

      11:46 PURE GOLD

    71. ZaBiMaRuSz

      this was a big statement lets see if it gains any traction

    72. Lizzi Storm

      "mouth operated fog machine" 😂😂😂😂😂😂😂😂😂😂

    73. XKS99

      BBC had a monopoly on radio in the UK holy crap

    74. Ramona Q

      In 1970 the only legal radio station in UK was BBC. O.o What?

    75. Cheesebread29

      i got 2 ads on this video...

    76. Fabrilax

      Looks at video: Oh nice Looks at the bottom right: Hold on this is not Tom Scott Realizes it is him *Watches it anyway*

    77. Jean-Emilien

      I got a youtube advert when you said "is this an advert?" it was on purpose, right? You really are the Hideo Kojima of youtube

    78. Maxwell

      Loved the video, I do think also a statement of where this can get oddly turned around, children's cartoons used to be little more than longform advertisements for toys, ultimately in the US there was strict limitations applied to childrens programs and the advertisements allowed around them in TV airing. And while the policies have gotten a bit more lax, there's a strong difference between the limitations on children's media. FIblock's highest grossing youtuber is aimed at children, and so are the adds that play on it.

    79. Charming nowhere to hide

      "Is this an advert?" - and a FIblock ad starts playing.

    80. Swilky

      when Tom said it's time to play is this an advert, I got a midroll ad.

    81. Half Prince

      I feel like most of the time we shouldn't blame the reviewer, we should blame the company emotionally manipulating them into doing this. And before anyone says it, it's not "being nice". The company doesn't give its EMPLOYEES all-expenses-paid beach trips. If a company wanted to "be nice" it would give its employees a bonus, not some random person reviewing their product. No instead this is emotionally manipulating the reviewer into giving a good review. The reviewer shouldn't be blamed for that, anyone could fall for it. The COMPANY should be blamed for these tactics, not the reviewer.

      1. Charming nowhere to hide

        Ahaha the Pitbull Shade 😂 rhyming the brand name with itself 😂 instant subscriber 🙌🏻💕

    82. Mars Alenda

      Tom always finds the best abandoned, graffiti filled places

    83. Brad Olson

      Well maybe if the influencers got together and payed for some high caliber Lawyers or the like to go to Washington or London and spread some Baksheesh around, maybe they could get the exemption as well.

    84. G3M1N1

      "the land of the hypocrites"

    85. Holoq of Holoqqia

      8:20 so that's what the Yogscast does

    86. C Larice Tayag

      The vulgar hood extracellularly fool because lyocell worryingly glue onto a irate coffee. ablaze, capable platinum

    87. Randomfully Wonderful

      Tim you dopamine merchant!

    88. Andrew Menard

      TL;DR Version: Big companies have more money than you so they have more freedom of speech than you.

    89. JAMBON MUSICAL

      Lmao when you said "it's Time to play , is this an advert ? " At 12:28 an ad played on my screen

    90. Dragoon TV

      my song be like: JcPenny JcPenny JcPenny every day bro!

    91. Matti Sandin

      Almost like companies have lobbied so that they don't have to disclose things while people that are doing things by themselves, like youtubers/influensers, haven't.

    92. Tim Chapelle

      Brilliant video and very informative! I especially loved the prod about FIblockrs and the promotion of gambling style games as I'm sure many of them aren't fully aware of the risks...

    93. The Silver

      Be careful about the lootboxes Only pay to win lootboxes should be banned

    94. ShadowZero27

      everything is an ad you are always being sold to all people should know this

    95. triadwarfare

      The only way to get everyone to disclose their sponsor is when China requires it... for better or for worse. Because every company listens to China.

    96. ZaraBee28

      Ahaha the Pitbull Shade 😂 rhyming the brand name with itself 😂 instant subscriber 🙌🏻💕

    97. DangoDroping

      Are ads manually placed? because an ad played at this spot 12:29 .

    98. The Debate Show with Not Brian Stelter

      Good question.

    99. derpestarzt

      Imagine if the crocks at the WHO would have to tell you they're literally sponsored by pharmaceutical interests.

    100. Ravi

      Maybe there needs to be some consideration for platforms that mix commercial and personal channels/content. It's not just the media that impacts our expectation of inherent advertising, but the platform it's delivered on. It would be terrible if there were so many declarations everywhere that it infringed on the enjoyment of media, worse if it was normalised and we just stoped registering it. Tom, seemed a little less rounded than normal. Maybe it's just me.