The two companies are launching a pilot program to protect children from videos with inappropriate content
The effort aims to protect children from watching videos that are inappropriate for their age, with violent or adult content. Warner, Universal and Sony will work with YouTube and Vevo to design the new service that will include ratings such as 12, 15 and 18 on various videos.
Companies will not decide on the rating of each video on their own. They will have to submit a list of controversial clips to the British Board of Film Classification, which will issue the age-rating labels. “Parents want more information about the content their children are accessing. By introducing understandable and reliable age ratings for online music videos, we are taking a vital step towards meeting this demand and protecting children,” said David Austin, assistant director of the BBFC. David Cameron, the British prime minister, said the rules for online videos should be aligned with those already set for television, film and the music industry.
The new service will be piloted from October on the UK's YouTube and Vevo platforms.
