Procter & Gamble, which had kept its ads off YouTube for more than a year because of complaints about inappropriate content. Now it's returning to the video giant, after the consumer-goods giant told its brands this week they can buy spots on YouTube.

Procter & Gamble stopped spending on YouTube in March 2017 following an outcry over extremist and other disturbing videos that were being hosted on Youtube. The boycott spread to other marquee marketers, prompting Alphabet Inc.'s Google to overhaul YouTube policies and hire more human moderators to clean up the service. Other marketers such as Verizon ended their boycotts more quickly.

P&G has changed its advertising strategy this time though and it only plans to advertise on videos the company has already reviewed and approved after thorough verification. The adverts will run on less than 10,000 channels confirmed P&G.