Twitch, the popular live-streaming platform owned by Amazon, recently updated its branding rules regarding cannabis branding. Twitch is a video game streaming service that allows users to broadcast their gaming sessions and engage with viewers in real time through a chatroom.
The updates came after much speculation and pushback from streamers due to an initially proposed policy change that would have forced all Twitch Partners to sign new agreements or face penalties like losing their Partner status.
The Brand Content Guidelines highlight which products are permitted and prohibited; this includes product placements, endorsements, channel sponsorships, and more. Under the banned product categories is “Illegal Products and Services” such as selling, advertising, or trafficking drugs and weapons.
Additionally, the policy bans “Cannabis-related products, including vaping and delivery” but allows for alcohol sponsorship if streams are labeled as mature content. The updated rules were rolled out in June 2023, and Twitch Partners have been asked to sign the new agreement by their next contract effective date or have their Partner status reduced to Affiliate status.
The changes have sparked debate among content creators due to the double standard of allowing alcohol brand sponsorships while banning cannabis-related products.
There is also confusion surrounding the stance held by Amazon on cannabis legalization since they have lobbied for its federal legalization while simultaneously clamping down on cannabis-related content streaming on Twitch.
Twitch’s Prohibited Product Categories and Cannabis Ban
The Brand Content Guidelines enforced by Twitch prohibit streamers from promoting any type of illegal products or services, including selling, advertising, or trafficking drugs and weapons. This includes cannabis-related products, such as vaping and delivery services.
Despite the ban on cannabis, Twitch does permit alcohol sponsorships if they are marked as mature content appropriately, with a tag that reads “This stream contains mature content” in all streams where alcohol is promoted. But that isn’t currently an option for cannabis sponsorships.
Double Standard?
The double standard of forbidding cannabis while allowing alcohol sponsorship has sparked heated debates among Twitch content creators. Twitch could see this as a bad business practice for a few reasons.
First, it sends mixed signals to the public about the company’s stance on cannabis legalization. While Amazon owns Twitch and has recently been lobbying in favor of federal legalization laws, Twitch’s policy still forbids cannabis-related streaming.
It also creates an unequal playing field among streamers since some can benefit from alcohol sponsorships while others are not allowed to do so because of their subject matter or content type.
Furthermore, it reinforces outdated and disproven stereotypes about cannabis use, such as that it is dangerous and that people using it are irresponsible or criminal.
This could alienate both current and potential viewers, leading to a decline in viewership which could cause a significant financial impact on the platform.
Reactions from Content Creators
Twitch streamer Tim Brown our friend and founder of Secret Sesh LA has been vocal about his disapproval of Twitch’s policy, calling it a double standard and noting that Twitch seems to have no qualms about people streaming while drinking alcohol.
Yet, they are unwilling to allow cannabis-related content even when the company might stand to benefit from it financially. Other content creators have similarly expressed their frustrations with the ban on cannabis-related products.
Amazon’s stance on drug testing and lobbying for legalization has added to the confusion surrounding this issue. On the one hand, Amazon has adopted progressive policies internally around marijuana drug testing for their employees; on the other hand, they are still banning cannabis-related content on Twitch despite their support for federal legalization.
The irony of this situation has not gone unnoticed by content creators and fans alike, leading to much debate about how the company should handle cannabis-related streaming.
Twitch’s policy on cannabis-related brands remains a contentious issue among content creators as it creates an unequal playing field between streamers and reinforces outdated stereotypes about cannabis use.
Additionally, Amazon’s contradictory statements on drug testing and lobbying for federal legalization have added to the need for clarification regarding Twitch’s stance on cannabis-related content. All in all, there needs to be a reevaluation of Twitch’s policies surrounding cannabis branding if they wish to remain competitive in the streaming market. It will be interesting to see the future of Twitch and cannabis-related content.
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