YouTube has updated its monetisation policy to allow videos containing strong profanity within the first seven seconds to receive full ad revenue. The shift marks a notable change in the platform’s approach to inappropriate language, a longstanding point of contention among content creators.
Profanity is now permitted earlier in videos
According to a video from Conor Kavanagh, YouTube’s head of monetisation policy experience, creators can now include strong language—such as the word “fuck”—within the first seven seconds of a video without facing restrictions on ad income. Previously, content containing such language at the beginning was only eligible for limited advertising revenue.
This latest update follows a series of policy reversals over the past two years. In November 2022, YouTube introduced stricter guidelines that demonetised videos if profanity appeared within the first 8 to 15 seconds. The rule prompted strong reactions from creators. Voice actor and YouTuber ProZD, whose real name is SungWon Cho, reacted by uploading a video in which he waited 15 seconds before calling the policy “the dumbest fucking shit I’ve ever heard.” That video was subsequently demonetised.
YouTube adjusted the policy in March 2023, allowing videos with profanity during the first 8 to 15 seconds to earn advertising revenue. Now, the platform has taken another step by permitting strong language as early as the first seven seconds.
When asked about the most recent change, ProZD responded succinctly: “It’s about fucking time.”
Advertiser expectations have shifted
Explaining the rationale behind the policy relaxation, Kavanagh said the original restrictions were implemented to align with broadcast standards. Advertisers, he explained, previously expected a buffer between the appearance of profanity and the placement of their ads.
However, Kavanagh noted that expectations have changed. “Advertisers already can target content to their desired level of profanity,” he said. As a result, YouTube has decided to offer creators more flexibility while still preserving brand safety tools for advertisers.
While Kavanagh cited “fuck” as an example of strong profanity, he explained that YouTube classifies words such as “asshole” and “bitch” as moderate profanity. “You get the idea,” he added, suggesting that creators should use their judgment when incorporating strong language into their content.
Limits remain for titles, thumbnails, and excessive swearing
Although YouTube initially relaxed its rules for spoken profanity in early videos, it continues to enforce certain restrictions. Videos that use moderate or strong language in their titles or thumbnails will remain subject to limited monetisation. Likewise, videos that feature a high frequency of strong profanity may still violate YouTube’s advertiser-friendly guidelines.
“You have to pick and choose your fucks carefully,” Kavanagh concluded, reinforcing that while some swearing is now acceptable, overuse could still lead to consequences.
