YouTube and VEVO will add age ratings on music videos

UK authorities have decided that a trial run of BBFC ratings for pop videos was a good thing that saved some young minds from being warped – or at least pushed back the process by several months – and are rolling out the requirement to display an age rating alongside all online music promo videos across the UK.

The system was first introduced as a pilot scheme in October 2014, but will now be officially implemented for all videos from participating record labels.

Said Geoff Taylor, CEO of the British Phonographic Industry (BPI): “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”.

The government is also encouraging independent United Kingdom music labels to follow suit so that the digital service providers can display appropriate age ratings on their videos.

Of the 132 videos submitted to the BBFC so far, 56 are rated 12 and a further 53 classified 15.

Vevo said it was exploring ways to link the new age ratings to additional technology that could strengthen age controls on its site, while YouTube said the new ratings would complement its existing restricted mode, which is designed to allow parents to screen certain content.

Baroness Joanna Shields has teamed up with key stakeholders in the music industry and internet video giants to make it harder for children to watch UK-produced music videos that contain nudity, drugs and inappropriate lyrics. On YouTube, the rating means that the video will not automatically open in the browser, bringing up a “Content Warning” overlay requesting that you sign in and confirm your age.

The British government added that they would work with the music industry to “look at how lessons learned in the UK could help worldwide partners who share our concerns to adopt a similar approach”.

THE UK GOVERNMENT HAS agreed with parts of the media industry to put age ratings on online content, meaning that children will be able to see clearly when they should not be watching something.

Many children say that they have easy access to music videos online.

David Cooke, Director of the BBFC, said: “We welcome this agreement”.

These labels will have to submit their videos to the BBFC for approval prior to the video’s release.

Music videos made in the UK will now be given an online age rating as part of a government push to help parents prevent their children viewing inappropriate content on the internet.