The new collaboration is aimed at classifying all content on the Netflix service using BBFC age ratings.
Netflix will produce BBFC age ratings for content using a manual tagging system along with an automated rating algorithm, with the BBFC taking up an auditing role. Netflix and the BBFC will work together to make sure Netflix’s classification process produces ratings that are consistent with the BBFC’s Classification Guidelines for the UK.
It comes as new research by the BBFC and the Video Standards Council Rating Board (VSC) has revealed that almost 80% of parents are concerned about children seeing inappropriate content on video on demand or online games platforms.
The BBFC and the VSC have joined forces to respond to calls from parents and are publishing a joint set of Best Practice Guidelines to help online services deliver what UK consumers want.
The Best Practice Guidelines will help online platforms work towards greater and more consistent use of trusted age ratings online. The move is supported by the Department for Digital, Culture, Media and Sport as part of the Government’s strategy to make the UK the safest place to be online.
This includes recommending the use of consistent and more comprehensive use of BBFC age labelling symbols across all Video On Demand (VOD) services, and PEGI symbols across online games services, including additional ratings info and mapping parental controls to BBFC age ratings and PEGI ratings.
The voluntary Guidelines are aimed at VOD services offering video content to UK consumers via subscription, purchase and rental, but exclude pure catch-up TV services like iPlayer, ITV Hub, All4, My 5 and UKTV Player.
The research also shows that 90% of parents believe that it is important to display age ratings when downloading or streaming a film online, and 92% of parents think it’s important for video on demand platforms to show the same type of age ratings they would expect at the cinema or on DVD and Blu-ray, confirmed by 94% of parents saying it’s important to have consistent ratings across all video on demand platforms, rather than a variety of bespoke ratings systems.
With nine in ten (94%) parents believing it is important to have consistent ratings across all online game platforms rather than a variety of bespoke systems, the VSC is encouraging services to join the likes of Microsoft, Sony PlayStation, Nintendo and Google in providing consumers with the nationally recognised PEGI ratings on games, bringing consistency between the offline and online worlds. To read BBFC’s press release in full, click here.