Published by the Zolyp team ·
What counts as branded content on YouTube?
Branded content is anything on YouTube influenced by a brand partner in exchange for something of value: payment, free products or a sponsorship, whether you get the benefit now or later. The policy covers videos, descriptions, comments, live streams, Shorts and every other YouTube feature, and it applies to the whole video, not just the sponsored part.
| Type | What YouTube means |
|---|---|
| Branded content | Content made for a business for payment or free products, or featuring its brand or product because of that connection |
| Endorsement | Content made for an advertiser that reflects the creator's own opinions or experiences |
| Sponsorship | Content financed in whole or part by a company, usually promoting it without building the product into the content |
Sources: YouTube Help: YouTube Branded Content Policies, checked 15 October 2026; YouTube Help: Watching videos with branded content, sponsorships & endorsements, checked 15 October 2026
How do you declare paid promotion?
On a computer, for a video already on your channel:
- Sign in to YouTube Studio.
- In the left menu, click Content, then the video.
- At the bottom of the page, click Show more.
- Tick the paid promotion box.
- Set any age or country limits, then click Save.
- YouTube's two help pages word the box differently: My video contains paid promotion like a product placement, sponsorship, or endorsement, and My video contains a branded content.
- When uploading: click Upload videos, then Select files, then Show more. Under Paid promotion, select Yes, my video includes branded content, then Set up.
- On a phone: in the YouTube or YouTube Studio app, select the video, tap Show more, then Products, Paid promotion, and brands, then Paid promotion and brands, and tap Yes under Paid promotion.
Sources: YouTube Help: YouTube Branded Content Policies, checked 15 October 2026; YouTube Help: Add branded content restrictions & disclosure labels, checked 15 October 2026
How do you limit branded content by age or country?
Some local laws and brand deals require limits on who sees promotional content. These options only appear after you select Yes under Paid promotion, and you set them in YouTube Studio on a computer. Under Custom age and country restrictions you can set:
- A default minimum age for all viewers.
- A different minimum age for specific countries.
- The geographic locales where the content is shown.
Sources: YouTube Help: Add branded content restrictions & disclosure labels, checked 15 October 2026; YouTube Help: YouTube Branded Content Policies, checked 15 October 2026
What changes when you tick the box?
Three things, according to YouTube:
- Viewers see a disclosure at the start of the video, which links to YouTube's page about branded content.
- Ads still run, and Partner Program members following the advertiser-friendly guidelines can still earn from them, but YouTube may avoid showing an ad from your sponsor's competitor.
- The video is removed from the YouTube Kids app.
Source: YouTube Help: YouTube Branded Content Policies, checked 15 October 2026
What happens if you get it wrong?
Undisclosed or non-compliant branded content can be removed, and a product that isn't suitable for all ages can get the video age-restricted. It can also affect your Partner Program eligibility and access to other features.
- Ticking the box doesn't cover every legal duty. YouTube says you're ultimately responsible for a clear disclosure and points to regulators such as the FTC in the US and the ASA in the UK. Its pages aren't legal advice.
| Situation | What YouTube says |
|---|---|
| A branded content label appeared that you didn't add | Its systems detected undeclared branded content; if that's wrong, you may be able to certify there's none and override the label |
| Promoting drugs, weapons, hacking software, counterfeits or essay-writing services | Prohibited in branded content |
| Promoting alcohol, financial services, healthcare, gambling or politics | Restricted: partners may need Google certification and you may need age or country limits |
| Burning a sponsor's video ad into your video as a pre-roll | Not allowed |
Source: YouTube Help: YouTube Branded Content Policies, checked 15 October 2026
Where Zolyp fits
For a small business this works both ways: tick the box when someone pays or gifts you to feature them, and expect creators you pay to tick it too. Zolyp, which publishes this guide, publishes to YouTube as one of 9 platforms (Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads). It creates video uploads and Shorts with titles and descriptions written for search, can set a custom thumbnail on a standard video, and schedules them with the posts on your other networks. You approve the week before anything goes live.
Common questions
Do free products count as paid promotion on YouTube?
Yes. Branded content includes featuring a brand in exchange for payment, free products or a sponsorship, now or later.
Can a video with paid promotion still make money?
Yes, if you're in the YouTube Partner Program and follow the advertiser-friendly guidelines. YouTube may replace an ad that competes with your sponsor.
What happens if I don't disclose a sponsorship on YouTube?
YouTube may remove the content, and its systems may add a branded content label automatically and notify you.
Is YouTube's label enough to meet the law?
Not necessarily. YouTube says you are ultimately responsible for clear disclosure and should check local rules, such as the FTC's or the ASA's.
Can I set paid promotion from my phone?
Yes. In the YouTube or YouTube Studio app, open the video, tap Show more, then Products, Paid promotion, and brands. Age and country limits need a computer.