Starting on October 10, 2025, due to new European Union regulations on political advertising, Google will no longer allow political advertising in the EU, including EU political paid promotions where they constitute "political advertising" as defined under EU Regulation 2024/900. In addition to disclosing if their content contains paid promotion, creators must also disclose if their content contains an EU political paid promotion.
Learn more.
If you feature branded content, sponsorships, endorsements, or other commercial relationships in your videos, you have to let YouTube know by selecting the paid promotion button in your video details. Selecting the paid promotion button adds a disclosure label that appears at the beginning of your video.
Your branded content must comply with YouTube’s Community Guidelines and Google Ads policies, with some exceptions where those policies may not be applicable to branded content. You and the partners you work with are also responsible for understanding and complying with all applicable legal requirements. For more details, review YouTube’s Branded Content Policy.
If you want to search for specific videos where the creator has disclosed branded content, use
this link. If you are on a mobile device, touch and hold the link to copy the web address, then paste it into your browser's navigation bar.
Set age or location restrictions for branded content
You can limit who gets to find your branded content based on their age or location. These manual controls help you meet local advertising laws, the requirements of your brand partnerships, and comply with YouTube’s Community Guidelines and Google Ads policies.
Note: To edit age and geography restrictions, use YouTube Studio on your computer. The options for age and geographic restrictions only appear if you select Yes under Paid promotion.
To set age or location restrictions for a new video:
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Sign in to YouTube Studio.
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In the top-right corner, click Upload videos 
Select files Show more.
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Under “Paid Promotion”, select “Yes, my video includes branded content” Set Up.
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Set the “Custom age and country restrictions.”
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Click Save.
To set age or location restrictions for an existing video on your channel:
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Sign in to YouTube Studio.
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From the left menu, select Content.
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Select the video you want to edit.
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Select the My video contains a branded content checkbox.
- Set the “Custom age and country restrictions.”
- Age restrictions: Use the dropdown menu to select the default minimum age.
- Country-specific age restriction: Use the “Minimum age” dropdown to select your preferred age add countries.
- Click Save.
As a European Union (EU) creator posting sponsored content that might be an EU political paid promotion, do I need to inform YouTube? What happens if I disclose that the video is an EU political paid promotion?
Starting on October 10, 2025, when new EU regulations on political advertising come into effect, Google will no longer allow political advertising in the EU, including (a) paid promotions by, for or on behalf of a political actor, unless the paid promotion is of a purely private or a purely commercial nature; and (b) paid promotion which is liable and designed to influence the outcome of an election or referendum, voting behaviour or a legislative or regulatory process, at EU, national, regional or local level ("EU political paid promotion"). Creators must disclose if their content includes such an EU political paid promotion, which will result in that content being unavailable to EU users. Viewers will be able to view this content outside of the EU.
The policy is specific to EU political paid promotions. This change does not apply to all paid promotions or sponsored content. For example, a sponsored video for a product that is not political in nature will not be impacted. It also does not affect creators expressing personal, non-paid political opinions. This distinction is intended to bring more transparency and build trust with viewers.
If you are an EU-based creator who posts sponsored content that contains an EU political paid promotion you need to tell YouTube so that we can comply with the laws in your jurisdiction. If you don’t follow those obligations, we may act against your content or account.
Note: This only applies to EU countries including:
- Austria
- Belgium
- Bulgaria
- Croatia
- Cyprus
- Czech Republic
- Denmark
- Estonia
- Finland
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- France
- Germany
- Greece
- Hungary
- Ireland
- Italy
- Latvia
- Lithuania
- Luxembourg
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- Malta
- Netherlands
- Poland
- Portugal
- Romania
- Slovakia
- Slovenia
- Spain
- Sweden
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On YouTube mobile app:
- Open the YouTube app
.
- Upload your video or Shorts.
- On the editing page, tap Paid promotion & brands.
- Under "Paid promotion," tap Yes.
- Select the box for This is a political paid promotion relevant in the European Union.
- Continue uploading your content.
On YouTube on desktop:
- Sign in to YouTube Studio.
- Upload your video or Shorts.
- On the details page, scroll down to "Paid promotion."
- Select the box for My video contains paid promotion like a product placement, sponsorship, or endorsement This is a political paid promotion relevant in the European Union.
- Continue uploading your content.
The info presented in this Help Center article is not legal advice. We provide it for informational purposes so you may wish to check with your own legal representatives.