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

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Tom Scott

10 päivää sitten

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?
Written and performed by TOM SCOTT
Script assistant ANDREA MARKS
"Does the Spearmint Lose Its Flavor on the Bedpost Overnight" by Rose/Broom/Breuer (1924), arranged for orchestra by BENJAMIN SQUIRES
Filmed safely:
© Pad 26 Limited MMXXI
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
BBC trademark policy:
Pitbull and Kodak: pitbull/status/16567622829080576
Pitbull and Voli: "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:,10172867
US Code Title 15:
Nikkie de Jager, One Dip Makeup Challenge:
Disclosures 101 for Social Media Influencers [PDF]:
An Influencer’s Guide to making clear that ads are ads [PDF]:
The FTC’s Endorsement Guides: What People Are Asking:
FIpost declaration:
"Branded content pods":
Farrow and Ball:
Branson cameo:
Superman's $40,000:
Bond placement:
Lorraine Kelly's tax bill:
"Moms' conference":
SNT viewing figures:
"19 years in a row":
"Can't find any other example" of the castle being covered:
Ofcom on product placement in UK TV:
"One article on a tabloid web site":
FCC, "The FCC and Freedom of Speech":
US Bill of Rights:
First Amendment exceptions: fact-checked by legal experts, but best summarised on Wikipedia:
Commercial speech:
Communications Act 2003:
Animal Defenders International v United Kingdom:
CMA, "Social media endorsements: being transparent with your followers":
German product placement:
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

Tom Scott
Tom Scott 16 päivää sitten
"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, FIpost titles have to be short and catchy!
0623kaboom 2 tuntia sitten
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 ...
theAverageGam3r 7 tuntia sitten
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
Nicole Yu Ni
Nicole Yu Ni 8 tuntia sitten
Desperadox 20 tuntia sitten
That makes more sense than the title.
Alex Darvos
Alex Darvos Päivä sitten
@Bonjour jn BBQ brn brer. We uv w tun
Asher's Nation
Asher's Nation 24 sekuntia sitten
"I am morally complicit in this"
bagnome 18 minuuttia sitten
I just assume any brand name I see might be an advertisement.
Poodles rock
Poodles rock 28 minuuttia sitten
So funny that this upload is full of ads..
jessy 38 minuuttia sitten
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.
Silver Paladin
Silver Paladin Tunti sitten
I pay for FIpost 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.
Silver Paladin
Silver Paladin 51 minuutti sitten
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!
Lincoln Worsham
Lincoln Worsham Tunti sitten
11:47, my favorite moment.
Brian Bertram
Brian Bertram Tunti sitten
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
Dinero, Inversión y Rock & Roll
Dinero, Inversión y Rock & Roll Tunti sitten
I think you shouldn't have to disclose anything, but the double standard is troublesome.
Jim Whitehead
Jim Whitehead Tunti sitten
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.
Pumpkin Tunti sitten
scot is getting old
Dorothy Sanders
Dorothy Sanders 2 tuntia sitten
The stiff shingle randomly balance because toilet erroneously guess against a nosy burglar. grotesque, tightfisted bait
Kelly OShea
Kelly OShea 2 tuntia sitten
"Junket" as you call them are very popular with Doctors. Given by big Pharma.
Kelly OShea
Kelly OShea 2 tuntia sitten
That's a great question. Why is that???
Sonia Apodaca-Harms
Sonia Apodaca-Harms 2 tuntia sitten
So much great info. So glad I found your channel!
Kanakotka 2 tuntia sitten
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.
Alex 2 tuntia sitten
you can just say rigged like a slot machine. they're designed the same way. gives you just enough to think you're winning
Laszlo Fyre
Laszlo Fyre 2 tuntia sitten
I'm declaring that my feet hurt, yet again.
Mark Salzwedel
Mark Salzwedel 2 tuntia sitten
Funny, but just before you played the 30 Rock clip, I got a FIpost ad interrupting. I was going to be really impressed.
Gregory Mammone
Gregory Mammone 3 tuntia sitten
Question: can drug companies market directly to patients in the UK like they do here in the USA?
Jamie Keen
Jamie Keen 3 tuntia sitten
Great video, always enjoy yours. Are the cliffs in the back ground the seven sisters?
dtown902 3 tuntia sitten
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.
Seraph O. Storms
Seraph O. Storms 3 tuntia sitten
Nobody should have to declare anything. Use your brain to figure it out.
Chris Rocket
Chris Rocket 3 tuntia sitten
Cus corporations are better than people and deserve less restrictions /s
Lee Henderson
Lee Henderson 3 tuntia sitten
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?
lel 3 tuntia sitten
Are you getting older?
Seraph O. Storms
Seraph O. Storms 3 tuntia sitten
Sometimes I forgot how fashy the UK is on free speech. Oi, pay yer BBC tax or the bobbies will bonk you.
zetamale 3 tuntia sitten
This comment is not sponsored.
Arridian 3 tuntia sitten
"No influencer has the money to challenge them" No, Mr. Beast does.
DJ Bongwater
DJ Bongwater 3 tuntia sitten
tom scott, the realest guy on this website
Pia Nyström
Pia Nyström 4 tuntia sitten
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!
Žan Dolenc
Žan Dolenc 4 tuntia sitten
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???
Seven Stop
Seven Stop 4 tuntia sitten
On this episode of America is weird...
Kolin Martz
Kolin Martz 4 tuntia sitten
I disagree. Regulations should be loosened for “influencers”.
NoCultist 4 tuntia sitten
It's so calming to have no influence on anything whatsoever.
Major Glory
Major Glory 4 tuntia sitten
"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".
DabreadMan 5 tuntia sitten
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.
Leila Tumbleston
Leila Tumbleston 5 tuntia sitten
Nice bit o beachy head.
Kate Wieneke
Kate Wieneke 5 tuntia sitten
FIpost recommended this video to me. So glad it did. Brilliant job!
Joel Atteberry
Joel Atteberry 5 tuntia sitten
Or in the United States a High Fructose Corn Syrup filled drink. However MEXICAN Coke is still NOTa joke.
TheColaGoodfellow 5 tuntia sitten
FIpost 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.
XKS99 5 tuntia sitten
The UK sounds like a frightening hellscape.
Greg Lialios
Greg Lialios 6 tuntia sitten
The agreeable success moberly tire because fact putatively bless from a poised pumpkin. grumpy, jumbled swan
Abir Mahmud Dipto
Abir Mahmud Dipto 6 tuntia sitten
ZaBiMaRuSz 6 tuntia sitten
this was a big statement lets see if it gains any traction
Lizzi Storm
Lizzi Storm 6 tuntia sitten
"mouth operated fog machine" 😂😂😂😂😂😂😂😂😂😂
XKS99 6 tuntia sitten
BBC had a monopoly on radio in the UK holy crap
Ramona Q
Ramona Q 6 tuntia sitten
In 1970 the only legal radio station in UK was BBC. O.o What?
Cheesebread29 6 tuntia sitten
i got 2 ads on this video...
Fabrilax 7 tuntia sitten
Looks at video: Oh nice Looks at the bottom right: Hold on this is not Tom Scott Realizes it is him *Watches it anyway*
Jean-Emilien 7 tuntia sitten
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
Maxwell 7 tuntia sitten
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. FIpost's highest grossing youtuber is aimed at children, and so are the adds that play on it.
Charming nowhere to hide
Charming nowhere to hide 7 tuntia sitten
"Is this an advert?" - and a FIpost ad starts playing.
Swilky 7 tuntia sitten
when Tom said it's time to play is this an advert, I got a midroll ad.
Half Prince
Half Prince 7 tuntia sitten
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.
Charming nowhere to hide
Charming nowhere to hide 7 tuntia sitten
Ahaha the Pitbull Shade 😂 rhyming the brand name with itself 😂 instant subscriber 🙌🏻💕
Mars Alenda
Mars Alenda 7 tuntia sitten
Tom always finds the best abandoned, graffiti filled places
Brad Olson
Brad Olson 8 tuntia sitten
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.
G3M1N1 8 tuntia sitten
"the land of the hypocrites"
Holoq of Holoqqia
Holoq of Holoqqia 8 tuntia sitten
8:20 so that's what the Yogscast does
C Larice Tayag
C Larice Tayag 8 tuntia sitten
The vulgar hood extracellularly fool because lyocell worryingly glue onto a irate coffee. ablaze, capable platinum
Randomfully Wonderful
Randomfully Wonderful 8 tuntia sitten
Tim you dopamine merchant!
Andrew Menard
Andrew Menard 8 tuntia sitten
TL;DR Version: Big companies have more money than you so they have more freedom of speech than you.
JAMBON MUSICAL 8 tuntia sitten
Lmao when you said "it's Time to play , is this an advert ? " At 12:28 an ad played on my screen
Dragoon TV
Dragoon TV 8 tuntia sitten
my song be like: JcPenny JcPenny JcPenny every day bro!
Matti Sandin
Matti Sandin 8 tuntia sitten
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.
Tim Chapelle
Tim Chapelle 9 tuntia sitten
Brilliant video and very informative! I especially loved the prod about FIpostrs and the promotion of gambling style games as I'm sure many of them aren't fully aware of the risks...
The Silver
The Silver 9 tuntia sitten
Be careful about the lootboxes Only pay to win lootboxes should be banned
ShadowZero27 9 tuntia sitten
everything is an ad you are always being sold to all people should know this
triadwarfare 9 tuntia sitten
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.
ZaraBee28 10 tuntia sitten
Ahaha the Pitbull Shade 😂 rhyming the brand name with itself 😂 instant subscriber 🙌🏻💕
DangoDroping 11 tuntia sitten
Are ads manually placed? because an ad played at this spot 12:29 .
The Debate Show with Not Brian Stelter
The Debate Show with Not Brian Stelter 11 tuntia sitten
Good question.
derpestarzt 11 tuntia sitten
Imagine if the crocks at the WHO would have to tell you they're literally sponsored by pharmaceutical interests.
Ravi 12 tuntia sitten
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.
G Rujan
G Rujan 12 tuntia sitten
probably because they are paid to be interactive with their audience and their sponsors have different needs than sponsors on other mediums
G Rujan
G Rujan 11 tuntia sitten
oh its the rules
Phung Ngoc Quynh
Phung Ngoc Quynh 12 tuntia sitten
The uneven quilt pathogenetically rub because climb splenomegaly hover by a big cuticle. torpid, juicy decision
Khamzet Shogenov
Khamzet Shogenov 12 tuntia sitten
Thanks! Now partially heard 3 (!!) pitbulls tracks. Actually, I successfully evaded that crap previously =(
James Walters
James Walters 12 tuntia sitten
How much did you pay the thousands of people who made the Ant and whoever Disney show you base this youtube video on? All the camera men, audio experts, editors, producers, colour graders. IT experts. Graphic designers. Project managers. Hardware suppliers. How much did you pay them to make money for this video? Did you pay those people for the vision you used in the FIpost video? I doubt you did. So you want to put all the people involved in these huge creative family television events out of work? All because you have to say "This video proudly brought to you by........". In television we have been putting your 10s billboard idea about who paid some money towards what are watching before and after a show for decades. It's how commercial television works and continues to employ the passionate experts it does. You are getting free money from our work mate.
Michael Skelton
Michael Skelton 12 tuntia sitten
I've got a request.... Why don't alcoholic beverages require information about the ingredients they contain?
xenodorian 12 tuntia sitten
"mouth operated fog machine" is the greatest description of a vape pen I have ever heard
Melanie A
Melanie A 13 tuntia sitten
Everyone should. End video.
Sir_ Deadlock
Sir_ Deadlock 13 tuntia sitten
"Is this an advert" An advert immediately plays. Me: "Yes."
Sad cat
Sad cat 13 tuntia sitten
Land of the free (Except when it isn't)
Skankhunt 42
Skankhunt 42 54 minuuttia sitten
yes you can't go around murdering everyone because its the land of the free. Quite an easy concept to grasp.
ron1n1 Travis
ron1n1 Travis 13 tuntia sitten
Tom: whose makeup are you advertising for the second portion of the video? The makeup you are wearing while sitting on the bed looks terrible in the camera.
Victor E. Caplon
Victor E. Caplon 13 tuntia sitten
This needs to go viral !
Theo Witte
Theo Witte 13 tuntia sitten
In Germany TV has to tell you if it's an ad.
ESO 14 tuntia sitten
I was full expecting raid shadow legends.
lel 3 tuntia sitten
Eso,you excited for elder scrolls 6?
NightOwl Games
NightOwl Games 14 tuntia sitten
i acciedently walked past a god damn radio in fallout 4, youtube kicking my head in over it :( its horsesh** this
Cole 14 tuntia sitten
I should move from Titanfall stuff to video essays, is that a weird change?
Salvation73 14 tuntia sitten
You're actually wrong about movies and T.V. Watch the credits and you'll see who they were sponsored by, paid promotions, etc...
Vanilla How
Vanilla How 15 tuntia sitten
Michael Skelton
Michael Skelton 15 tuntia sitten
I find it quite strange because even on programs like Britians got talent they remove drinks bottle labels or cover them up and then in America's got talent they drink out of absolutely massive Dunkin donuts cups.
anythingorz 15 tuntia sitten
In my country influencers pays nil in tax, and more frustratingly, they're entitled to government assistance and fundings... And yet they complained like a beggar while making thousands of dollars a month
Ai rb
Ai rb 15 tuntia sitten
For you guys that looking for it : 11:40 Your welcome
I HAVE THE DOCUMENTS 16 tuntia sitten
"One reason I was able to become a youtuber was my pro consumer advocacy. Raid shadow legends is in diametric opposition to pro consumer value. Im sick of them offering me money with the clear expectation that I will regurgitate this disgustingly awful sales pitch which is full of lies btw, for a game that will trick my own audience into spending money " Upper Echelon Gaming talking about raid shadow legends
ColonelSandersLite 16 tuntia sitten
That jacket and hoodie in part 5 sure seemed to be keeping you warm and dry. I wonder if that was a product placement?
Yu TTB 16 tuntia sitten
The grumpy chauffeur independently fire because ox philly hang past a superb sheet. homeless, needless trousers
Naxzgul23 16 tuntia sitten
What a long diatribe just for an anti-vaping ad.
meshuggah life
meshuggah life 16 tuntia sitten
Hell, I could care less about movie's or TV advertising. POLITICIANS on the other hand. They should be forced to wear jump suits like Nascar driver's.
Mad Jeeper NH
Mad Jeeper NH 17 tuntia sitten
Could you imagine how the presidential election would look if transparency of finances came in to play??
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