BPI comment on age-ratings online pilot for online music videos

19 August 2014 - Press release

“The BPI agrees with government that, with so many more music videos now being released online through such sites as YouTube and VEVO, it is important this content is made available to the public in a responsible way, that is sensitive to the needs and concerns of younger viewers and their parents. 

“The BPI and its members are therefore working with the British Board of Film Classification (BBFC), Digital Service Providers (DSPs) and with the support of government on a pilot scheme that will trial age ratings for music videos released online through the UK.  Technical details are still being developed, but the scheme will see UK record labels voluntarily submit content likely to be rated 12 or above to the BBFC for classification into 12, 15 or 18 age categories.  Labels will then include this data with a ‘parental advisory’ style alert in its feed to the Digital Service Providers so that users, including parents, can make a more informed viewing decision.  

“The pilot will commence October 1^st, coinciding with changes to the Video Recordings Act that will require physical music videos deemed to include 12-rated-plus material to go through the same age-classification process.  The pilot is expected to run for at least three months, followed by a period of evaluation to assess the voluntary scheme.  If, as hoped, the pilot proves successful, then as a key next step we would call on Digital Service Providers to introduce filters linked to those age ratings so that families have the additional option to block video content they consider unsuitable viewing for children.”    

BPI Spokesperson