YouTube stars have been accused of making money off fans struggling with their mental health.
A number of video-makers with subscribers in the millions have recently been promoting an online counselling service called BetterHelp. They get paid when their viewers click on referral links to the BetterHelp website and sign up.
But a number of stars have decided to sever ties with BetterHelp, gaming site Kotaku reports, after being accused of taking advantage of their fans, and reports some of its counsellors weren't qualified. They include Philip DeFranco (6.3 million subscribers) and Boogie2988 (4.6 million subscribers).
YouTuber Memeology101 kickstarted the backlash against BetterHelp with a nine-part series 'Why YouTubers Are Depressed', in which he accused others on the site of faking their struggles.
"It is really sad they are using this to make money," he wrote in the description for the first clip, uploaded in late September.
"Using something people in the real world do suffer, and tell everyone you have it, just to promote a sponsor. Bad move."
- Paul Whatuira's message for people struggling with mental health
- Young people waiting months for mental health appointments
PewDiePie, who has more than 66 million subscribers, said in a video BetterHelp was "even worse than what I thought" and other YouTubers "probably didn't know what they were promoting".
Criticism of BetterHelp intensified when Memeology101 found a clause in the site's terms and conditions implying the service's counsellors weren't necessarily qualified, and others soon accused BetterHelp of selling users' data.
BetterHelp founder Alon Matas rejected the "ridiculous allegations" in a post on blog site Medium.
"There is no better way to give people the courage to seek help than knowing that other people - despite being famous and successful - may be struggling as well, he wrote, saying that included YouTube creators.
"In late September, one of these creators published an episode of his video series and mentioned BetterHelp as his sponsor. Unfortunately, on that video, he also picked a 'virtual fight' with another YouTube host who has several million followers.
"While most of that drama was purely for entertainment purposes, not everybody saw it this way, including many of the popular host's fan base. The attacks on the YouTube creator quickly became attacks on BetterHelp as a sponsor, although we had no control, oversight or prior knowledge about the content."
He said it was "fascinating to see how the most bizarre and senseless ideas can spread".
"Within days there were multiple videos discussing the 'BetterHelp scam', mostly quoting and referencing each other in a frantic echo chamber."
Mr Matas admitted the clause in the site's terms about counsellors perhaps not having credentials was "standard legalese", and has since removed it.
But breaching customers' privacy by selling their data would be "a gross violation of federal laws, state laws, HIPAA regulations, and our own terms and privacy policy".
Mr Matas' explanation doesn't appear to have reached quite the number of people who watch PewDiePie videos on YouTube. Comments left on apology/explanation videos by the likes of Philip DeFranco and Boogie2988 continue to accuse BetterHelp of "preying on the hopelessness that we feel" and being a scam.
Mr Matas said the controversy "ironically" saw an uptick in people signing up.
"It seems that these events ended up creating more awareness for the service, and most people were perfectly capable of distinguishing between reality and fiction."
Where to find help and support:
Need to Talk? - Call or text 1737
Lifeline - 0800 543 354 or (09) 5222 999 within Auckland
Youthline - 0800 376 633, text 234, email talk@youthline.co.nz or online chat
Samaritans - 0800 726 666
Depression Helpline - 0800 111 757
- Suicide Crisis Helpline - 0508 828 865 (0508 TAUTOKO)
Newshub.