How advertisers will need to adapt to impending regulations on Twitch and TikTok

New legislation set to be introduced this year will change the way advertisers can target people on platforms like TikTok and Twitch. Sarah McDonald from law firm Wiggin explains what it means. Even before social distancing measures were introduced to combat the spread of Covid-19, the virtual world was a rapidly growing space. This is evident in the explosion of international video-sharing platforms (VSPs) such as TikTok and Twitch, the Amazon-owned platform with over 15 million daily active users. While these VSPs compete with television time amongst the younger demographic, the levels of regulation differ significantly; VSPs, which include live streaming services, have been something of an unregulated space and a legal grey-area when it comes to content and advertising compliance in the UK. It is only since the revision of the Audiovisual Media Services Directive (AVMSD) in 2018 that a fairer regulatory environment has sought to be created between traditional broadcasters and these newer services.

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