In an effort to shield younger viewers from explicit content, a new government pilot is being implemented requiring music videos to receive a similar age rating system to films. This will include recommended age ratings of 12, 15 and 18, designed to protect vulnerable viewers from graphic, violent and sexual content as well as adult lyrics.
The British Board of Film Classification (BBFC) is concerned children may be viewing images and hearing lyrics that are too adult. It commissioned research which found 60% of children aged 10 to 17 believed their parents would not approve of the music videos they were watching. The BBFC says its pilot scheme had proved so successful it was being made permanent.
Director of the BBFC, David Cooke 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.’
Sony Music, Universal Music and Warner Music will send videos to the BBFC before putting them on YouTube and Vevo. So far 132 videos have been submitted to the BBFC, 56 are rated 12 and 53 classified 15. Only one of the music videos has been classified as 18 – Dizzee Rascal‘s ‘Couple Of Stacks’. The video was described as having ‘strong bloody violence’, ‘gore’ and ‘very strong language’.
Baroness Joanna Shields, Minister for Internet Safety and Security, praised the move, which she said brings ‘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.’
Currently, these age ratings will only apply to music videos produced in the UK. The vast majority of those that are considered controversial come from the United States, and will not be subject to the new ratings scheme.
Independent labels will now also be taking part in the scheme with a trial lasting six months, the government confirmed. Videos given an 18 rating won’t automatically load in your browser window. Consumers will have to confirm their age before being allowed to view videos with such ratings.
