Music videos from Friday will be getting film-style age ratings as a new scheme to protect children from viewing unsuitable content. Record Labels that have already signed up to the voluntary scheme include Sony, Universal and Warner.
How it will work is that the companies will submit music videos that have potential to be unsuitable to the British Board of Film Classification (BBFC) that will issue the promo with either a 12, 15 or 18 certificate, along with content advice for viewers.
With backing from the British Phonographic Industry (BPI), this idea has come following the increased concern about the over sexualised music videos, especially in the past year from artists like Robin Thicke, Miley Cyrus and Rihanna.
This has been especially a problem since these “pornographic” videos are available to watch on YouTube or Vevo without any real restriction.
However these classifications are only limited to British artists and currently does not apply to explicit videos coming from American performers.
Assistant director of the BBFC David Austin said: “Parents are eager to have more input over the types of content their children access, particularly online. By applying understood and trusted BBFC age ratings to online music videos this pilot is a vital step in meeting this demand for choice and child protection.”