YouTube loosens its language as the 'F-word' gets a pass

YouTube

YouTube has updated its monetisation policy to allow creators to use strong profanity, including words like “fuck”,  in the first seven seconds of their videos without facing automatic revenue cuts.

The change, confirmed by YouTube’s head of monetisation policy experience Conor Kavanagh in a recent update, marks a shift from the platform’s earlier stance. Until now, such videos were often subjected to “limited ad revenue” under YouTube’s advertiser-friendly content guidelines, according to a report by The Verge.

This softening of rules comes after years of backlash from creators. In late 2022, YouTube began restricting videos that included profanity in the first 8 to 15 seconds, sparking confusion and frustration. Voice actor and YouTuber SungWon Cho, also known as ProZD, famously mocked the policy, calling it “the dumbest fucking shit I’ve ever heard” — ironically, in a video that ended up being demonetised.

The company tweaked its approach in March 2023, allowing videos with profanity in that 8–15 second window to qualify for monetisation again. Now, even stronger language in the opening seconds no longer automatically triggers a revenue cap.

Kavanagh explained that YouTube initially aligned its rules with traditional broadcast standards, which discouraged placing ads next to profanity. But as advertiser expectations evolved, so did YouTube’s policy. “Advertisers already have the ability to target content to their desired level of profanity,” he said.

That said, not all language is off the hook. YouTube still restricts monetisation for strong or moderate profanity in titles or thumbnails, and excessive use of strong language in a video could still breach its advertiser-friendly guidelines. As Kavanagh put it, “You have to pick and choose your fucks carefully.”