Digital Platforms Tighten Monetization Rules: "Repetitious Content" Renamed to "Inauthentic Content" _ by Dr Bandla Pavan Babu & Dr Mayuri AVR

In a significant shift that may alter the digital content landscape, major digital platforms have revamped their monetization policy by renaming “Repetitious Content” to a more definitive term — “Inauthentic Content.” This update is not just a change in nomenclature; it marks a clear attempt by platforms to re-emphasize their long-standing commitment to originality, creativity, and meaningful engagement.

While the core of the policy remains unchanged, the choice of the word "inauthentic" signals a firmer stance against content that is repetitive, formulaic, or mass-produced without meaningful value. The move is widely seen as part of a broader strategy to filter out low-effort or machine-generated content that clutters the digital ecosystem.

According to platform representatives, the revised policy aims to clarify existing rules and eliminate ambiguity. The renamed “Inauthentic Content” policy makes it explicit that content that appears to be duplicated across channels, lacks personalization, or relies heavily on automation will be ineligible for monetization. Videos that fall under this category may still remain on the platform, but they will no longer generate ad revenue.

Importantly, this update does not change the platform’s existing guidelines around reused content — such as commentaries, compilations, and reaction videos — which are still evaluated under separate criteria.

This policy refinement has sparked lively discussion across the creator community. For some, especially independent creators and educational content developers, the change is welcome — an opportunity to stand out through genuine storytelling and valuable insights. For others who rely heavily on templated content and automation, it poses new challenges and forces a reconsideration of their content strategies.

The new terminology — “inauthentic” — places greater emphasis on the human aspect of content creation. Platforms are sending a clear message: content that lacks a personal touch or fails to add value will no longer be rewarded financially.

The impact of the update is already being felt. Channels that churn out videos using automated voiceovers, repetitive stock footage, and minimal editorial input are likely to face immediate consequences. Monetization could be disabled on such content, and in some cases, entire channels may come under review.

On the other hand, content creators who build original narratives — such as vloggers, educators, storytellers, and niche subject matter experts — are expected to thrive under the revised policy. Their work typically features authentic perspectives, context-rich commentary, and personalized interaction with viewers, aligning well with what platforms now prioritize.

Consider the case of a well-known gaming channel that specialized in “Top 10” countdowns. With multiple uploads each week, the channel amassed millions of views, but saw its ad revenue plunge by nearly 40% shortly after the policy change. The reason? Its content was labeled as "inauthentic" due to the repetitive nature of the videos and absence of original commentary.

Faced with declining income, the creator was forced to rethink the entire content model. They introduced custom narration, original scripting, and visually engaging elements into their videos. Over time, this overhaul not only restored monetization privileges but also led to better audience retention and feedback — showing that reinvention can pay off.

Industry analysts believe this policy shift is only the beginning. As artificial intelligence tools make it easier to generate content at scale, platforms are likely to ramp up algorithmic checks and human reviews to filter out low-quality uploads. The rebranding to “inauthentic content” could lay the groundwork for future enhancements in detection and enforcement, making it harder for mass-produced material to slip through the cracks.

For content creators navigating this new terrain, a proactive approach is key. Experts recommend conducting an audit of existing videos to assess how well they align with the updated standards. Adding unique visual elements, inserting commentary or explanations, and diversifying content formats can help mitigate the risk of demonetization.

Here are a few practical steps creators should consider is like Review past uploads to identify patterns of repetitiveness, Incorporate storytelling and personalization to enhance viewer connection, Avoid over-reliance on AI tools or stock content without meaningful editing, Engage with your niche community through unique formats like live Q&A, behind-the-scenes segments, or creator commentary.

As digital platforms grow increasingly competitive and algorithm-driven, creators must stay alert, adaptable, and above all, authentic. The new policy does not merely redefine what counts as monetizable content — it redefines the very standards of digital creativity.

In the evolving world of online content, where thousands of videos are uploaded every minute, one principle remains constant: originality matters. With the introduction of the “Inauthentic Content” policy, digital platforms have made it crystal clear — authenticity isn’t just encouraged anymore; it’s essential.

(Both the authors are currently working as faculties at VIT Bhopal University, M.P India)

EoM.