Up-and-coming streaming service Mixer received criticism this week when a Twitter user drew attention to the company's restrictive guidelines for how it expects streamers to dress on camera.

Mixer has made headlines a few times over the past couple of days after superstar Fortnite streamer Ninja announced an exclusive deal with the service that would draw him away from Twitch completely. Now, gamers have started to take a deeper look at this streaming contender and brought some confusing details to light.

RELATED: Mixer: Everything You Need to Know

Esports analyst Rod Breslau ignited the controversy when he tweeted a screenshot of Mixer's clothing guidelines that he took from its website. In the Tweet, he points out that the restrictions mostly apply to women. Users flooded the replies, showing a general dissatisfaction with Mixer’s policies.

The guidelines focus heavily on restricting the amount of cleavage streamers can show. Some of the restrictions are age-dependent, but most apply across the board. Mixer cites a desire to remain “family friendly” as the reason behind the majority of the tight guidelines. The site also takes aim at strapless shirts, banning them for minors and making streamers over 18 ensure that the camera clearly shows that they are clothed. It says that “No one should have to ‘guess’ if the streamer is wearing clothing”

The pushback on this has been swift and consistent. Commenters feel the guidelines seem tone-deaf at best and at worst totally misogynistic. Many women pointed out the inconsistencies to these rules and the ways they seem to lack a misunderstanding of female attire. Some even lauded Twitch by comparison, saying that even though Twitch's rules are not perfect, it at least never instituted hard and fast policies that could damage young women's body images.

Mixer, to its credit, has joined the conversation in a semi-constructive way. Instead of immediately coming to the defense of the company’s policies, Mixer co-founder Matt Salsamendi replied directly to some of the criticism in the thread and said that the folks at Mixer are listening to the conversation and are open to feedback about their policies. The company has otherwise not responded officially to the issue.

Clearly Mixer invested such a large sum of money in Ninja with the intention of slicing out a piece of the streaming pie over which Twitch has dominated for a while. In doing so, it seems the company has drawn a lot of new attention to itself, and now it will need to learn quickly how to navigate its image when things turn negative.

More: Top 5 Twitch Streamer Considering Switch to Mixer