The UK music industry and the government have agreed to make the age ratings pilot a permanent feature for music videos.
In October 2014 a government-backed initiative to introduce age ratings for online music videos was launched by the BBFC and BPI in conjunction with Vevo and YouTube.
The campaign began as a trial but has been made permanent following agreement with digital service providers and record labels.
Sony Music UK, Universal Music UK and Warner Music UK are all working with the authorities as part of the campaign. Independent UK music labels will now take part in a six month pilot phase.
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.’
The programme was launched as many children have easy access to music videos online. 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 initiative to introduce age ratings for online music videos was launched by the BBFC and BPI in conjunction with Vevo and YouTube.
The campaign began as a trial but has been made permanent following agreement with digital service providers and record labels.
Sony Music UK, Universal Music UK and Warner Music UK are all working with the authorities as part of the campaign. Independent UK music labels will now take part in a six month pilot phase.
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.’
The programme was launched as many children have easy access to music videos online. Some parents are rightly concerned that some of these contain imagery or lyrics not appropriate for a young audience.
