YouTube said Thursday that video channels on its site must now have more than 10,000 total views before the company will place ads on their videos, a major shift in policy the company said is designed to punish rule breakers.

The move by YouTube, owned by Alphabet Inc.’s Google, comes amid a backlash from advertisers over the company’s placement of ads on objectionable videos. The change is likely to reassure some advertisers, though it could also upset many of its millions of creators.

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