撤銷了。Twitch 稍早已經宣佈造成全球社群抨擊的新版「品牌內容指南」立即停用，並且已經修正內容。
快速回顧一下過去 48 小時的 Twitch 新規上路、道歉到撤銷指南的 Twitch 回應。
新策略為什麼造成反擊
Twitch 在 6 日修改新版品牌指南，內容包括禁止工商的品牌商標超過 3%，禁止包括影片、大型版面、音訊等「燒錄廣告」等。
雖然說 Twitch 很明顯是為了維護自家平台廣告作出的改變，但因為這些都是實況主現行的主要工商模式，說禁就禁且沒有其他緩衝餘地，惹得實況主群起抵制。
當然，新規影響的還不止實況主，其實還包括了透過 Twitch 舉辦電競賽事、典禮、活動轉播....等其他大型商務內容。
附帶一提，如果新規不改，Twitch 即將在台灣時間 9 日轉播的「夏日遊戲節 Summer Game Fest」根本首當其衝。
新規公告，立馬遭到全球社群高分貝抨擊，Twitch 雖然緊急道歉試圖溝通，但依舊阻擋不了社群怒火。
Twitch 六小時後道歉
Twitch 曾經試圖透過道歉啟事，試圖緩解社群情緒。包括向社群強調不打算破壞實況主與廠商關係，以及「策略用字錯誤」等重點。
今日品牌內容政策更新過於籠統。引起了困惑與切氣，我們對此深感抱歉。
我們不打算限制實況主與廠商（贊助商）直接建立關係的能力，而且我們理解這是一份實況主重要營收來源。
我希望澄清我們現有的廣告政策，重點在於禁止第三方廣告聯播網在 Twitch 銷售「燒錄廣告」（只有廣告內容、影片但沒有實況主或影片的廣告），這點跟其他服務是一致的。
我們在廣告政策用字上有了失誤，將重新撰寫內容讓他變得更明確。謝謝你們分享疑慮，同時感謝你們的反饋。在我們更新內容的時候會告知社群。
Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that.
We do not intend to limit streamers’ ability to enter into direct relationships with sponsors, and we understand that this is an important part of how streamers earn revenue.
We wanted to clarify our existing ads policy that was intended to prohibit third party ad networks from selling burned in video and display ads on Twitch, which is consistent with other services.
We missed the mark with the policy language and will rewrite the guidelines to be clearer. Thank you for sharing your concerns, and we appreciate the feedback. We’ll notify the community once we have updated the language.
Today’s branded content policy update was overly broad. This created confusion and frustration, and we apologize for that.
— Twitch (@Twitch) June 6, 2023
再度轉彎，刪除問題條款
不過道歉啟事公開後，反彈情緒愈演愈烈。Twitch 在 12 個小時後再次貼出公告，宣布立即刪除問題條款。
昨天我們釋出了全新「品牌內容指南」，影響了你與廠商（贊助商）合作提升來自實況的收入。這些策略對你和 Twitch 都不利，我們會立即刪除。
贊助商對於實況主的成長和賺取營收能力至關重要。我們不會阻止你與贊助商直接建立關係 —— 你會繼續擁有和掌握你的贊助商業務。
我們希望可以與我們的社群一起在 Twitch 創造最好的體驗，為了達到目標，我們需要清楚我們正在做的事情還有我們為什麼要這樣做。我們感謝你們的反饋並協助做出改變。
Yesterday, we released new Branded Content Guidelines that impacted your ability to work with sponsors to increase your income from streaming. These guidelines are bad for you and bad for Twitch, and we are removing them immediately.
Sponsorships are critical to streamers’ growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors – you will continue to own and control your sponsorship business.
We want to work with our community to create the best experience on Twitch, and to do that we need to be clear about what we’re doing and why we’re doing it. We appreciate your feedback and help in making this change.
Sponsorships are critical to streamers’ growth and ability to earn income. We will not prevent your ability to enter into direct relationships with sponsors – you will continue to own and control your sponsorship business.
— Twitch (@Twitch) June 7, 2023
Twitch 執行長道歉：「我們搞砸了」
Twitch 執行長 Daniel Clancy 同時在個人推特為此再度致歉，包括用「我們搞砸了」（ we messed up）對這一起風波下了註解。
我們搞砸了我們的「品牌內容指南」，我對此感到抱歉。贊助關係是 Twitch 和創作者經濟的同樣重要的一個部分。我們已經移除了（問題內容），並且會像以前一樣繼續創作。
We messed up with our Branded Content Policy and I apologize for that. Sponsorships are an important part of both Twitch and the broader creator economy. We’ve removed this from our guidelines, and will continue to operate as we have been.
We messed up with our Branded Content Policy and I apologize for that. Sponsorships are an important part of both Twitch and the broader creator economy. We’ve removed this from our guidelines, and will continue to operate as we have been. https://t.co/L2tnwHZ3h3
— Daniel Clancy (@djclancy999) June 7, 2023
暫時的句點。
雖然 Twitch 在此停手，但難保不會繼續尋找維護平台廣告的可能性。只能說無論接下來未來如何發展，還是得在營收與自家使用者中間找到雙贏機制。
