YouTube is cracking down on clickbait

YouTube is taking a tougher stance on clickbait, saying it will remove content with titles or thumbnails that promise viewers “something that the video doesn’t deliver,” as spotted earlier by TechCrunch. This change will “slowly” roll out in India first, according to YouTube’s blog post, but will “expand to more countries” in the “coming months,” YouTube spokesperson Jack Malon says in a statement to The Verge.

YouTube says the policy will combat “egregious” clickbait that misleads viewers, with a particular focus on videos related to “breaking news” or “current events.” The company’s examples of egregious clickbait include a video with the title “the president resigned!” that doesn’t actually address a resignation or a “top political news” thumbnail attached to a video with no news content.

As the policy rolls out in India, YouTube will remove content that violates the rules without giving a strike to creators, at least at first. “And as we continue to educate creators, our enforcement efforts will prioritize new video uploads moving forward,” YouTube says.