YouTube star Logan Paul may be facing a backlash from his fellow creators over his vlog seemingly showing him discovering a dead body, but for now YouTube itself is taking a measured response.

"Our hearts go out to the family of the person featured in the video. YouTube prohibits violent or gory content posted in a shocking, sensational or disrespectful manner," said a statement from the company provided to YouTuber Philip DeFranco, who shared it on Twitter.

For now, YouTube appears to be focusing on reminding creators of their responsibilities and its policies around sensitive content, rather than taking any direct action against Paul himself.

"If a video is graphic, it can only remain on the site when supported by appropriate educational or documentary information and in some cases it will be age-gated. We partner with safety groups such as the National Suicide Prevention Lifeline to provide educational resources that are incorporated in our YouTube Safety Center.”

Paul has already followed up his initial apology with a second, made in a video.

"I've made a severe and continuous lapse in my judgment and I don't expect to be forgiven; I'm simply here to apologise," he said, while asking his own fans to stop defending him. "Please don't. I do not deserve to be defended."

The wider issue here for influencers may focus on the teams around them, and whether these often-young creators who've rocketed to online fame in a short time have managers and other advisers who are prepared to challenge them over their content mis-steps before publication.