In response to last year’s API-related protests, Reddit has introduced new rules governing how community moderators can change the status of their subreddits. In 2023, Reddit’s API changes sparked a widespread backlash, causing a large number of subreddits to shift their settings from public to private or designate themselves as NSFW (Not Safe for Work) to disrupt advertising revenue on the platform. This move significantly impacted Reddit’s revenue streams as advertisers lost access to key audience segments.
To address this issue and prevent such disruptions in the future, Reddit has rolled out a system where moderators must submit formal requests when attempting to change a community’s type (public vs. private) or maturity rating (SFW vs. NSFW). The new rules are effective immediately and are expected to have the most significant impact on large communities, which are crucial for both content creation and ad exposure.
The Rule Changes in Detail
Under the new guidelines, moderators managing subreddits must seek approval from Reddit’s administrative team before making any lasting changes to community settings. This includes modifying a subreddit’s status between public and private or shifting its maturity rating from Safe for Work (SFW) to Not Safe for Work (NSFW). However, subreddits that are less than 30 days old or have fewer than 5,000 members will be able to make these changes instantly.
For all other subreddits, an administrator will respond to change requests within 24 hours. Reddit has assured its users that it has enough human resources to manage this process around the clock, preventing delays that could disrupt community operations.
Moderators will still be able to impose temporary restrictions on posting and commenting—up to seven days—without seeking approval, allowing them to manage short-term situations like high-volume events or community disagreements. However, any permanent changes will require formal approval to prevent abuse of these settings.
According to Reddit’s post on r/modnews, the company has clarified that these changes are not intended to suppress protests or dissent but rather to prevent platform disruption and rule violations. Reddit also consulted its Mod Council, a group consisting of over 100 subreddit moderators, to ensure that these new policies align with the needs of both the platform and its diverse user base.
Impact on Marketers
For digital marketers, these changes represent both a challenge and an opportunity. Subreddits that turned NSFW or private last year impacted advertisers’ ability to reach key audiences. With the new rules in place, marketers can expect greater stability across the platform. Communities will face more oversight when altering their settings, reducing the risk of sudden shifts that could limit advertisers’ reach.
Additionally, Reddit’s more stringent control over NSFW designations could help ensure a safer environment for brands. Advertisers often steer clear of NSFW content to avoid associating their products with inappropriate material. With these changes, Reddit’s ad inventory may become more reliable, as fewer subreddits will be able to switch to NSFW status without oversight.
On the flip side, marketers targeting niche or specific audiences might find it more difficult to engage with communities that change their settings, as more hoops will need to be jumped through to access them. Marketers should consider this factor when planning Reddit campaigns, as it could impact ad visibility and engagement metrics.
Reddit’s latest policy changes aim to prevent the kind of platform-wide disruption that was seen during last year’s protests over API changes. While these rules introduce more control over subreddit settings, they also promise to create a more stable environment for advertisers. For marketers, this could mean more predictable ad performance and fewer surprises when engaging with Reddit’s vast and diverse user base.
By addressing the concerns of both moderators and advertisers, Reddit is positioning itself to better manage its ecosystem and safeguard ad revenue streams in the future.
