Vlogger Logan Paul wins this month’s award for being the least self-aware social-media influencer on the planet.

Shortly after sparking outrage with a video shot in a Japanese forest infamous for attracting suicide attempts, Paul had attempted to make amends with a suicide-awareness video and numerous apologies.

Only to then return to his vlogging by… boasting “What other YouTuber you know can take a three-week break and still get a million subscribers?”, mistreating a fish and tazering a dead rat.

Now YouTube has taken action: temporarily suspending all advertisements on Paul’s channel, thus removing his source of on-platform income.

“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,” said YouTube in a statement.

YouTube has also published a blog post outlining the steps it will take to punish creators who step out of line: removing them from its Google Preferred ads program and suspending or cancelling any YouTube Red Original projects they’re in; suspending their ability to earn money from ads; and – this is the interesting one – the threat to “remove a channel’s eligibility to be recommended on YouTube, such as appearing on our home page, trending tab or watch next”.

With recommendations generating 70% of YouTube watch-time, that’s a significant measure.

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