New YouTubers will now find it a bit more difficult to make money off of their creations, as Google Inc. has announced that YouTube will no longer display ads on channels that have received fewer than 10,000 lifetime views.

According to Ariel Bardin, vice president of product management at YouTube, the new view restriction is intended to raise the bar for the YouTube Partnership Program and to make it easier for the site to review channels before they can display ads.

“This new threshold gives us enough information to determine the validity of a channel,” Bardin explained in a blog post. “It also allows us to confirm if a channel is following our community guidelines and advertiser policies.” Unfortunately, the new limit will also make it harder for up-and-coming YouTubers to start making money off of their content, but Bardin said that the 10k view restriction will have “minimal impact on our aspiring creators.” Bardin also said that existing partners will not be affected by the change.

“After a creator hits 10k lifetime views on their channel, we’ll review their activity against our policies,” Bardin said. “If everything looks good, we’ll bring this channel into YPP and begin serving ads against their content.”

“Together these new thresholds will help ensure revenue only flows to creators who are playing by the rules.”

Google’s ad troubles

YouTube’s new view restriction is only one of several new policies and tools that Google has released in its continued struggles against ads being displayed on extremist YouTube channels.

Over the last month, several major advertisers have pulled out of YouTube after discovering that their ads had been shown on channels that supported racism, homophobia or other controversial content. One of these advertisers was the government of the United Kingdom, which called on Google to appear in front of the Cabinet Office to “explain how it will deliver the high quality of service government demands on behalf of the taxpayer.”

Shortly afterward, Google announced a few new features for advertisers that would make it easier for brands to control how and where their ads are shown. Chief Business Officer Philipp Schindler said at the time that the features would “significantly strengthen our ability to help advertisers reach audiences at scale, while respecting their values.”

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