YouTubers have to declare ads. Why doesn't anyone else?

Around the world, there are regulations for "influencers". Those regulations make sure that if someone is paid to endorse a product, they have to declare that payment to the people watching. But why does no-one on TV, or film, or anywhere else have to do that?
Written and performed by TOM SCOTT
Script assistant ANDREA MARKS
"Does the Spearmint Lose Its Flavor on the Bedpost Overnight" by Rose/Broom/Breuer (1924), arranged for orchestra by BENJAMIN SQUIRES
Filmed safely:
© Pad 26 Limited MMXXI
Lonnie Donegan changing Spearmint: mentioned in a lot of places, but I can't find a contemporary account.
Ray Davies flying: thekinks/status/1265203792754212864 and
BBC trademark policy:
Pitbull and Kodak: pitbull/status/16567622829080576
Pitbull and Voli: "Owned and operated by Armando Christian Perez, aka Pitbull"
Gucci on Lil Pump: no quotes, but given the lyrics and video, it's safe to say they didn't have control
YMCA reaction:,10172867
US Code Title 15:
Nikkie de Jager, One Dip Makeup Challenge:
Disclosures 101 for Social Media Influencers [PDF]:
An Influencer’s Guide to making clear that ads are ads [PDF]:
The FTC’s Endorsement Guides: What People Are Asking:
IDmilk declaration:
"Branded content pods":
Farrow and Ball:
Branson cameo:
Superman's $40,000:
Bond placement:
Lorraine Kelly's tax bill:
"Moms' conference":
SNT viewing figures:
"19 years in a row":
"Can't find any other example" of the castle being covered:
Ofcom on product placement in UK TV:
"One article on a tabloid web site":
FCC, "The FCC and Freedom of Speech":
US Bill of Rights:
First Amendment exceptions: fact-checked by legal experts, but best summarised on Wikipedia:
Commercial speech:
Communications Act 2003:
Animal Defenders International v United Kingdom:
CMA, "Social media endorsements: being transparent with your followers":
German product placement:
00:00 Intro
00:58 1. Payment and Control
05:47 2. You Have To Declare It
09:17 3. No-One Else Has To Declare It
18:03 4. We're Going To Disney World
24:47 5. The Land Of The Free
31:15 Outro


  • Tom Scott
    Tom Scott2 bulan yang lalu

    "Influencers have to declare sponsorships clearly and up-front. Why doesn't that apply to any other medium?" would have been a much more accurate title, but alas, IDmilk titles have to be short and catchy!

  • Ken Chiu

    Ken Chiu

    5 hari yang lalu

    @Harv Pot Delete ads now and ban youtube :)

  • Harv Pot

    Harv Pot

    6 hari yang lalu

    I agree.

  • Ken Chiu

    Ken Chiu

    7 hari yang lalu

    Ads suck, Do you agree? 1. Yep, it annoys me. 2. NO, I LOVE THEM IDIOT!

  • Dionysio Katehis

    Dionysio Katehis

    7 hari yang lalu

    You got a problem with IDmilk it's your right to leave it.. myself as a major shareholder in Google and loving every second of it now shut up and post..

  • RT HJ

    RT HJ

    17 hari yang lalu

    I am not going to watch this video. Not because it isn't good, but only because I already know the subject matter. Gave you an upvote and a comment. Hope that is enough support.

  • JakeFennec
    JakeFennec36 menit yang lalu

    step one of vaping: Don't talk while vaping

  • lambdaguy101
    lambdaguy1012 jam yang lalu


  • Andrew McCall
    Andrew McCall2 jam yang lalu

    Tom Scott should start a political party called “The Fair Party”. I’d vote for it!

  • rautermann
    rautermann4 jam yang lalu

    I think that "everyone draws the line just below themselves" is a bit cynical and I'm not sure we have reason to believe it's not just "everyone acts just above the line they would draw".

  • Maike Barth
    Maike Barth6 jam yang lalu

    why are you standing in a shirt outside when its so cold

  • Infernal Deadra
    Infernal Deadra10 jam yang lalu

    I actually really appreciate that scene from Wayne's World because it was such a perfect representation of this.

  • Nicholas Kroeplin
    Nicholas Kroeplin13 jam yang lalu

    16:39 what about jerry seinfeld producing seinfeld starring jerry seinfeld who plays jerry seinfeld

  • Danko Kapitan
    Danko Kapitan13 jam yang lalu

    *11:46* 😂😂

  • Timothy Manukian
    Timothy Manukian14 jam yang lalu

    11:46 is why you came here

  • kadepow11
    kadepow1119 jam yang lalu

    Tom kinda looks like Owen Wilson...

  • Gustavo Suna Lyra
    Gustavo Suna Lyra22 jam yang lalu

    funny how breaking copyright law is on the same list as inducing suicide, pedophila and manipulating major powers

  • MauM / Mauro Miceli Consigli - Vivamos Mejor
    MauM / Mauro Miceli Consigli - Vivamos Mejor23 jam yang lalu

    Emily in Paris got awards because they flew to Paris and treated really nicely the ones in charge of the awards.

  • squidwardfam82
    squidwardfam82Hari Yang lalu


  • Big Trav
    Big TravHari Yang lalu


  • Lukas Preston
    Lukas PrestonHari Yang lalu

    Tom: "And now, time to play 'is this an adver..." *Interrupted by an advert*

  • Spencer Cochran
    Spencer CochranHari Yang lalu

    Fantastic video bud

  • ToxicRush
    ToxicRushHari Yang lalu

    I got an ad for making ads on this video...

  • Vaporwave Vocap
    Vaporwave VocapHari Yang lalu

    IDmilk is not a private platform, nor are the vast majority of Corporations.

  • Bailey Jorgensen
    Bailey JorgensenHari Yang lalu


  • Chezz
    ChezzHari Yang lalu


  • Tyler M
    Tyler MHari Yang lalu

    damn tom scott hit a fattie

  • Simon Shaw
    Simon ShawHari Yang lalu

    For those of us who pay for a IDmilk subscription, we need a skip button for the sponsored ads.

  • TheBlueGamerG
    TheBlueGamerGHari Yang lalu

    11:43 You've been looking for this, right?

  • John Roland
    John RolandHari Yang lalu

    11:45 you’re welcome

  • ironicallyscreaming
    ironicallyscreaming2 hari yang lalu


  • pi Eppy
    pi Eppy2 hari yang lalu

    im personally hurt that a british youtuber wrote "monetized" as opposed to monetised

  • Coby Taylor
    Coby Taylor2 hari yang lalu

    This us gespol

  • Valerian Pratama
    Valerian Pratama2 hari yang lalu

    11:48 for personal purpose

  • Spec
    Spec2 hari yang lalu

    You made the mistake of coating your larynx in vegetable glycerin

  • FlyingHangman
    FlyingHangman2 hari yang lalu

    I get the feeling the main reasoning behind the difference in regulations comes down to the way the content is made (IDmilk vid vs broadcast TV show or movie). IDmilk and instagram, etc are all readily available to everyone. I could make my own chanel and start reviewing products or spouting my opinion etc, but I may not get the level of following as some of the most influential channels. However, I know I cannot go out and make a blockbuster movie. So therefore, its well established that big budget productions have sponsorship from big brands. However, the influencer/online services can appear as self made, which means that its important to let the audience know when there is a difference between my self made video, and the sponsored video that has 1million views.

  • FlyingHangman
    FlyingHangman2 hari yang lalu

    "Its time to play - is this an advert?" *IDmilk ad starts to play

  • Bread On Deck
    Bread On Deck2 hari yang lalu

    Epic bro im dying bc of the vape segment

  • Harry
    Harry2 hari yang lalu

    I love how there was a specially commissioned rendition of 'does the spearmint lose its flavour' for the outro of this video - what a legend is tom scott...

  • H1J
    H1J3 hari yang lalu


  • Cymes
    Cymes3 hari yang lalu

    On the topic of ads and endorsements... We've been recently seeing a massive amounts of "interviews" with Dr. Tony Fauci conducted by known IDmilkrs , yet there's no disclaimer about what inspired them to do those.

  • danilo kavanagh
    danilo kavanagh3 hari yang lalu

    3:31 That kill me everytime i hear it "YYYYY.M.C.A"

  • Eric Schudy
    Eric Schudy3 hari yang lalu

    brilliant. making my children watch this

  • The King in Yellow
    The King in Yellow3 hari yang lalu

    Neil Young has entered the chat.

  • Benjamin Aptekar
    Benjamin Aptekar3 hari yang lalu

    28:30 rich and powerful people saying it is bad to let other rich and powerful people have free speech

  • rudeboy
    rudeboy3 hari yang lalu

    We are all (or most of us anyway) taught not to tell lies growing up. The whole world 🌍 🌎 is a lie. Government lies, Corporation’s lie, celebrities lie, sports stars lie, pharmaceutical company’s lie, banks lie and on and on. 🏴󠁧󠁢󠁥󠁮󠁧󠁿🇬🇧🇺🇸 When will WE the people stand up to all these lying bastards? Only then will BS nearly stop. Yes only nearly stop, as it’s impossible to completely stop BS. 🏴󠁧󠁢󠁥󠁮󠁧󠁿🇬🇧🇺🇸

  • Johns eyes George's biscuit
    Johns eyes George's biscuit4 hari yang lalu

    For people looking 11:45 is the vape part

  • Eric F
    Eric F4 hari yang lalu

    Heck yea brother

  • Brendan Bernales
    Brendan Bernales4 hari yang lalu

    11:45 *BRUH .*

  • Fabula Chimeric
    Fabula Chimeric5 hari yang lalu

    taling about ad 3 sec later HAVE A FUC**NG AD

  • Riccardo Dell'Orto
    Riccardo Dell'Orto5 hari yang lalu

    ok, but where is the link to download "disguised gambling game"?

  • Beruthiel45
    Beruthiel455 hari yang lalu

    I absolutely despise the term influencer and the people who do it as a career. Why anyone believes them is beyond me.

  • Minderz
    Minderz5 hari yang lalu

    More than entertainment, I want politicians to declare their sponsors

  • Hai Bai
    Hai Bai5 hari yang lalu

    The 2.1k dislikes are the people who didn't declare their ads

  • Mark Tan
    Mark Tan5 hari yang lalu

    I'd watch tom reacts. Make it real please.... 😂😂

  • Justin Zhao
    Justin Zhao5 hari yang lalu

    “Is this an advert?” Ad plays

  • Karim Zermaini
    Karim Zermaini5 hari yang lalu

    I got baited by the “This video is not sponsored” thumbnail just to end up watching a 15s ad. Salty.

  • Péter Szarvas
    Péter Szarvas5 hari yang lalu

    I'm so glad that I'm European. We have such good laws (most of the time), a little abridging is fine by me. Democracy means you can do (or say) anything you want, until you don't hurt the rest of the society. Lying or misleading ads are certainly not right, they should declare it on TV and music as well.

  • Azzummar Alamsyah
    Azzummar Alamsyah5 hari yang lalu

    waiiiit.....da thumbnail says "it's not sponsored" whaaaaaaatt

  • Diogo Moll G Pastro
    Diogo Moll G Pastro5 hari yang lalu

    “Is this an advert?” AN AD ROLLS

  • ً
    ً6 hari yang lalu

    whoever built that RDA did Tom dirty lmao

  • Robert Koenig
    Robert Koenig6 hari yang lalu

    What if you've been paid by company A to say something bad about company B

  • Jelle Kamphuis
    Jelle Kamphuis6 hari yang lalu

    I'm surprised you forgot what seems to be the most important reason... Influencers mainly advertise to children. All those examples are either targeted towards an older audience or are family shows that you generally watch under supervision. We expect adults to understand ads, but the problem is that many influencers mainly convince children to buy something. While the current rules are far from perfect, I think this is a very important distinction to make.

  • Jelle Kamphuis

    Jelle Kamphuis

    4 hari yang lalu

    @MyLittleDashie 7 as mentioned, I'm not arguing the current rules are perfect or fair, but I still think it's an important distinction to make. Casino Royale really isn't targeted at kids, and not of the products are things kids could buy, either because they're too expensive or because they're too young (like Heineken). This is much different from their fave influencer saying that some lipstick is their absolute fave. If all IDmilkrs were like Tom, I'm not sure if lawmakers were as eager to create strict laws, since he's clear and transparent about ads. But the truth is that a very large amount of IDmilkrs targets at a younger audience. Beauty vloggers always get sent free stuff, but kids don't know that. Same with other vloggers. When they proposed similar rules in the Netherlands, it was one of the main arguments that a lot of content is for kids. I imagine this is the same for most countries, and I'm not convinced they would've made these laws if all IDmilkrs were like Tom Scott. Again, the current system is not perfect, and not everything is targeted towards kids, but the argument is still important enough to address in this 30 minute in depth video in my opinion.

  • MyLittleDashie 7

    MyLittleDashie 7

    4 hari yang lalu

    A few things, these rules apply to everyone, not just influencers how have young audiences. Tom has to abide by these rules, and I doubt many kids are interested in watching 30+ minute videos on copywrite and advertising laws. The British TV laws already have an exception for kids TV, so why not the same distinction for kids entertainment online? If that really is the reason the difference in the strictness of the law exists, plenty of creators who don't have young audiences should be in the clear. Second, even if adults are expected to understand, those 30 Rock clips made it clear that advertisement and just another skit in the show are utterly indistinguishable some times. And if it really is a big deal that you not advertise to kids, why not just err on the side of caution? Children absolutely watch movies and shows not made expressly for them. 11 year old me must've watched Casino Royale a dozen times when it came out, and I always watched it on my own, the rest of my family weren't into it. It's not going to destroy all old media to have a clear message at some point during the show, or at the start of the movie, etc. saying "Oh by the way, these people gave us money", in the same way the make up youtuber Tom mentioned does. And I'm sure the adults wouldn't exactly mind either. I'm not convinced your distinction really is all that important, honestly.

  • Kent Slocum
    Kent Slocum6 hari yang lalu

    IDmilk needs more of this thoughtful content and a lot less of just about everything else.

  • Jonathon Cowley-Thom
    Jonathon Cowley-Thom6 hari yang lalu

    One of the most egregious offender is newspapers - particularly the smaller "local" newspapers (that are not local at all and are all owned by the same three big companies). it feels like half of what I see nowadays is churnalism - that is, journalism by press release. Every time you read a dumb story saying something like "scientists discover your kitchen counters are crawling with germs", Dettol paid for that story.

  • Kate Altman
    Kate Altman6 hari yang lalu

    Where’s the link to buy The Ring Doorbell? I think I need that.

  • patrick van dam
    patrick van dam6 hari yang lalu

    Great explanation, love your video's Tom!

  • Walter Burton
    Walter Burton6 hari yang lalu


  • Gavin The Crafter

    Gavin The Crafter

    5 hari yang lalu


  • Rabbet
    Rabbet6 hari yang lalu

    Its been over a year since i quit nicotine. You have reminded me of it's existence and I now crave the brain tingle again.

  • Bob's Brain

    Bob's Brain

    3 hari yang lalu

    Personally, seeing Tom cough up a whole ass lung from a nicotine-free vape is enough to convince me to never smoke again, but you do you

  • Jacob Thomas
    Jacob Thomas6 hari yang lalu

    i got an advert for native advertising before the video

  • AcidSeth
    AcidSeth6 hari yang lalu

    Nice Seth Rogan impression

  • LilacDoe
    LilacDoe7 hari yang lalu

    Like I'm free to say America is not free. Considering we have 25% of the world's prisoners, and in some states they're required to work without pay, we have the world's largest slave population. That isn't freedom, or if it is, I'd rather be somewhere that isn't so "free".

  • Varney Parker
    Varney Parker7 hari yang lalu

    You are probably here for 11:45 lmao

  • Ellass


    7 hari yang lalu

    Thank you sir

  • Captive
    Captive7 hari yang lalu

    Im happy to have those regulations

  • Ken Chiu
    Ken Chiu7 hari yang lalu

    Ads suck, do you agree? 1. yes they annoy me! >:( 2. Nope idiots

  • Ken Chiu

    Ken Chiu

    7 hari yang lalu

    Delete ads to get free budget or Commit Tax fraud! (Do not Ban me)

  • Onebeets 1
    Onebeets 18 hari yang lalu

    sees thumbnail* *clicks immediately*

  • kim
    kim8 hari yang lalu

    Asbestos land, it's 100% safe that you will get not not get cancer

  • Chase Mathwin
    Chase Mathwin8 hari yang lalu

    Damn hearing tom say tic tok really shook me to my core

  • Lordlouckster
    Lordlouckster8 hari yang lalu

    13:02 That "yes" is in wrong color! It should be green.

  • Ethan Forsyth
    Ethan Forsyth8 hari yang lalu

    Hol up YMCA was and maybe still is real

  • A & M H
    A & M H8 hari yang lalu

    Dang UK with the BBC tyranny back in the day.

  • Scruncle Ham
    Scruncle Ham8 hari yang lalu

    11:52 Tom learns the hard way why you shouldn’t try to be a human fog machine

  • Matthew morrisdon
    Matthew morrisdon8 hari yang lalu

    Why is it that is a negative connotation to a company the show or film has to change company's name to be slightly different? Like McDo's.

  • Kenjiiscool
    Kenjiiscool8 hari yang lalu

    Never thought I would hear Gucci gang, Ymca and Tom scott in the same video

  • Wynge
    Wynge8 hari yang lalu

    11:45 that made me burst out laughing

  • Thalia Shearn
    Thalia Shearn9 hari yang lalu

    "with thanks to evan edinger" I KNEW that was his bedroom background!

  • Burak Alparslan Kaya
    Burak Alparslan Kaya9 hari yang lalu

    In "Is this an advert" I got every single one wrong.

  • Thuong Vo
    Thuong Vo9 hari yang lalu

    Let's play: is this an advert? Immediately after: a IDmilk ad.

    RJCUN10 hari yang lalu

    You didn't have to torture yourself with a vape machine for our entertainment

  • Ashot Mansuryan
    Ashot Mansuryan10 hari yang lalu

    You have failed Tom.

  • teh badger
    teh badger11 hari yang lalu

    today on bbc radio "GUCCI, PRADA, ANYTHING DESIGNER"

  • HayT
    HayT11 hari yang lalu

    8:34 What if were to say smth like "Hey, i'm using this cream, and it's great but i hate it". Would that be neutral enough to not be considered an advert?

  • Mika Kuusela
    Mika Kuusela11 hari yang lalu

    It would be even more great to have doctors be mandated to disclose which pharmaceutical companies have bought them free lunches and business trips to "educational events".

  • RapidFireRocket
    RapidFireRocket11 hari yang lalu

    Moral of the story; Tom Scott isn't real.

    CIRO LEARNING11 hari yang lalu

    If u like this comment u will be lucky

    CONCINNITY uk11 hari yang lalu

    Great vid! And only one minute in! 😂

  • burtonfzz
    burtonfzz11 hari yang lalu

    Every filmmaker knows-if you SHOW something that have trademark name in any media - its 100% advertising! And when a filmmaker goes to cinema, watch tv series or see some music video- every filmmaker see it. But most people don’t-and that what troubles me a lot. Any way-amazing video with lots of insights, its really a lot of research work and a lot of filmmaking stuff here to, I was really interesting to watch even If I didn’t intend to at the very begining.

  • Flower power69 ➊
    Flower power69 ➊11 hari yang lalu

    As soon as I clicked on the vid I. Got an ad

  • Aleksander Weedman
    Aleksander Weedman11 hari yang lalu

    This wideo was sponsored by raycan't

  • Uri Sobi
    Uri Sobi11 hari yang lalu

    Every single content is advertising, so no need more specific rules to mark. Need a less rules.

  • Yael Manlangit
    Yael Manlangit12 hari yang lalu

    I just want to say that the anime film Weathering With You was packed with adverts and it was something really.

  • BattyWanderer


    8 hari yang lalu

    McDonald's instead of the classic WcDonald's

  • Riley Carpenter
    Riley Carpenter12 hari yang lalu


  • Nick Guy
    Nick Guy12 hari yang lalu

    11:45 here is the funny clip of him choking on the vape if your here to just see that.

  • Ocklepod
    Ocklepod12 hari yang lalu

    written and performed by tom scott, you really know your humor, cheers mate

  • Ocklepod
    Ocklepod12 hari yang lalu

    some part reminded me of anime calling it "Wc Donalds" to avoid some kind of ad declaration (its called WAC just the way its called MAC)