Last year’s Government-backed pilot programme to give relevant music videos an age rating is set to now roll out on a permanent basis.
The scheme launched last year following a consultation with the Department for Media, Culture and Sport (DCMS). So far, labels have submitted 132 music videos to the BBFC to be certified. Interestingly, only Dizzee Rascal’s (pictured) ‘Couple of Stacks’ video has thus far been given an 18+ rating.
The trial will be made permanent for videos produced in the UK by artists represented by major labels, with a six-month pilot phase in the pipeline for independent labels.
Minister for Internet Safety and Security Baroness Joanna Shields 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”.
Which all seems fairly sensible and at least the Baroness didn’t mention any of that ‘One Nation’ nonsense.
Oh wait, she continued: “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”.
The restrictions are applicable across platforms including YouTube and Vevo following initial findings of independent research commissioned by the BBFC demonstrating that up to 60% of children aged 10-17 are watching music videos that they do not think their parents would approve of.
Generator North East, The Manse, Kingsland Church Studios, Priory Green, Byker, Newcastle Upon Tyne, NE6 2DW
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