New Age Ratings for Vevo and YouTube

New Age Ratings for Vevo and YouTube

Action to protect children from viewing age-inappropriate music videos online.

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Further action is being taken to protect children from viewing inappropriate music videos on the internet.

  • Government and major UK music labels agree to make successful pilot programme permanent
  • Clear age ratings now displayed by Vevo and YouTube on UK-produced music videos that are not suitable for children
  • Further work underway with digital service providers to explore how parental controls could be applied to music videos

The Government is working with the UK music industry, BBFC and digital service providers like Vevo and YouTube to take further action to protect children from viewing inappropriate videos on the internet.

Many children have easy access to music videos online and some parents are rightly concerned that some of these contain imagery or lyrics not appropriate for a young audience.

In October 2014 a Government-backed pilot to introduce age ratings for online music videos was launched by the BBFC and BPI in conjunction with Vevo and YouTube, working with major UK music labels to introduce a new ratings system that would allow digital service providers to clearly display an easily recognisable age rating on videos posted on the web.

UK labels supply videos ahead of release to the BBFC, and then pass on the rating and guidance given by the BBFC when releasing their videos to the two digital service providers involved – Vevo and YouTube – who display it when the videos are broadcast online.

Building on the pilot, the Government has now as part of its manifesto commitment agreed with the UK music industry and with the digital service providers that the measures trialled will be now be made permanent for videos produced in the UK by artists who are represented by major labels.

As well as working with Sony Music UK, Universal Music UK and Warner Music UK, the Government is also encouraging independent UK music labels to follow suit so that the digital service providers can display appropriate age ratings on their videos too. We can announce today that independent UK music labels will now take part in a six month pilot phase.

Baroness Joanna Shields, Minister for Internet Safety and Security, said:

Movies in the cinema and music DVDs are age rated to inform the viewer and help parents to make informed choices. We welcome this voluntary step from industry to bring internet services in line with the offline world.

Keeping children safe as they experience and enjoy all the benefits the Internet has to offer is a key priority for this Government’s One Nation approach to help families across Britain. We will continue to work with industry to develop ways to help parents to better protect children online from inappropriate music videos with explicit adult or violent content.

Clear age ratings are the first step but initial findings of independent research commissioned by the BBFC shows that up to 60 per cent of children aged 10 to 17 are watching music videos that they do not think their parents would approve of.

To help address this, Vevo are exploring plans to link these age ratings to additional technology on their platform that can support age controls.

On YouTube, when record labels upload a UK-produced music video rated 18 by the BBFC, they are able to age-gate access to users signed in as over 18. The new age ratings also complement YouTube’s existing restricted mode which helps parents screen out content they may not feel is right for their children. To date 132 music videos have been submitted by UK labels to the BBFC for certification and, of these, only one has been given an 18-rating – Dizzee Rascal’s ‘Couple of Stacks’.

Geoff Taylor, BPI Chief Executive, said:

Britain is a world leader in making exciting and original music, in part because our artists have a freedom to express themselves that we rightly cherish. While we must continue to uphold this principle, it is equally important that music videos are broadcast in a responsible way and that parents are given the tools to make more informed viewing decisions on behalf of their families.

UK record labels value the opportunity to work with Government to build on the pilot and, as a key next step, we encourage Vevo, YouTube and other digital service providers to look at how they can make filters available to parents so they can use age ratings to screen out any inappropriate content.

David Cooke, Director of the BBFC, said:

We welcome this agreement. Parents want to see clear and recognisable age ratings on online music videos and we look forward to building on the success of the pilot, in partnership with the industry, so that the public can have the trusted signposting which they seek.

Nic Jones, EVP International at Vevo, said:

Vevo have been participating in the BBFC’s age ratings pilot since its inception and welcome news that that scheme is to be permanently backed by UK major labels. We are very pleased that the UK independent labels – such an important part of the UK music landscape will now be part of this scheme. At Vevo we support artists and their creativity, however, we understand the importance and value that age ratings provide parents and music fans to help inform their viewing, enabling them to make choices about what content they wish to watch.

Vevo will be working with the BBFC as the scheme rolls out to make sure that age ratings are displayed in the most effective way on our platform, to provide the necessary guidance for audiences in a clear way. We are also committed to making the age ratings work as effectively as possible and will continue to explore how additional technology on the platform can support age controls to ensure that explicit content is watched only by age appropriate audiences.

Candice Morrissey, Content Partnerships Manager at YouTube EMEA, said:

We have been working with the participants in this pilot to help them display the BBFC’s age ratings on their music videos on YouTube. These ratings are in addition to the controls we already provide on YouTube including the ability for uploaders to add age warnings to videos and a restricted mode.

Government and industry are also working together to look at how lessons learned in the UK could help international partners who share our concerns to adopt a similar approach.

Notes for editors

Media enquiries – DCMS News and Comms team on 020 7211 2210.

  • Further details on the Online Music Video ratings pilot can be found on the BBFC website.
  • Introducing age rating for all music videos online was a manifesto commitment – making the pilot permanent and working to extend this internationally by sharing our experience of the pilot is part of delivering this.

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