YouTube has once again penalised vlogger Logan Paul for posting inappropriate content, just weeks after he was suspended from the company’s paid-content program over a video trivialising suicide.

The YouTube star has had all adverts on his videos suspended over what Google describes as a “pattern of behaviour”, repeatedly posting content which push the boundaries of what is acceptable on the site.

Paul faced an immediate backlash following his video filmed in Japan’s Aokigahara Forest, a suicide hotspot. YouTube took the video down, suspended his YouTube Red paid projects, and removed him as a “preferred ad partner”. After a three-week self-imposed hiatus, Paul returned with a lavishly made video on suicide awareness, claiming he wanted to be part of the “solution”.

Since then, however, he has returned to his old ways. In a video uploaded on Monday, he tasered two dead rats and removed a live fish from water and “performed CPR” on it. YouTube responded by suspending all advertising on his channel.

A YouTube spokesperson said: “This is not a decision we made lightly, however, we believe he has exhibited a pattern of behaviour in his videos that makes his channel not only unsuitable for advertisers, but also potentially damaging to the broader creator community.”

It is unclear how much YouTube’s decision to suspend his ad revenue will affect Paul’s earnings, as he has a lucrative merchandise line that he promotes multiple times per video to his 16 million subscribers. Paul earned somewhere between $28,000 to $450,000 from ad revenue on YouTube in the last month alone, and up to $1.2m in a typical month, according to estimates from influencer analysis firm Social Blade.

In the last month, YouTube has promised to take a more active role in shaping content on its site, hiring thousands of extra moderators and taking a tougher line on the celebrity vloggers who form the most visible public face of the community.

In early February, the site’s chief executive, Susan Wojcicki, promised to develop “policies that would lead to consequences if a creator does something egregious that causes significant harm to our community as a whole.

“While these instances are rare, they can damage the reputation and revenue of your fellow creators, so we want to make sure we have policies in place that allow us to respond appropriately.”