UK Introduces Age Ratings For Online Music Videos

Video games have them. Movies have them. TV shows, Lego sets and albums have them. And, now, it would seem that online music videos are the newest medium to be pulled under the purview of age ratings, at least in the United Kingdom.

According to a statement from the British Board of Film Classification (BBFC), age ratings are now being displayed on music videos from the three big labels — Sony, Warner and Universal — uploaded to streaming-video platforms YouTube and Vevo.

The implementation of the ratings has been something of a slow burn, with an initial government-backed pilot having been in effect since 3 October last year, through which the major labels have been submitting videos for 12, 15 and 18 ratings (videos with content deemed to be acceptably below the 12-rating standard do not have to be entered) in accordance with BBFC guidelines. Upon review, BBFC would issue what it saw to be the most appropriate rating for the video, accompanied by 'BBFC insights' — contextual information that elaborates on why a video has received a particular rating, i.e. coarse language, violent or sexual content, and so on.

"We are very pleased to see YouTube and Vevo displaying BBFC age ratings and BBFC insight for online music videos submitted to the BBFC for classification as part of this pilot," BBFC assistant director David Austin said of the pilot's new phase.

"Parents taking part in our most recent review of the BBFC Classification Guidelines in 2013 expressed concerns about the content of music videos online, in particular their role in the sexualisation of girls and portrayals of self-harm, drug use and violence in some music video content. We hope this pilot will provide consumers with information to help guide them and their families when accessing music videos online."

Vevo's executive vice-president, international, Nic Jones, explained: "Music videos give bands and artists their best opportunity to express personality and individuality to their fans. At Vevo, we fully support their right to freedom of expression in the videos they create. We also recognise our role in being able to assist music fans, and their families in particular, to be comfortable with their choice of viewing material and its suitability.

"In turn, age ratings will help Vevo become even more valuable to brands, helping them to connect to their desired audience."

This sense of business-savvy social responsibility similarly permeates comments on the new arrangement from YouTube's Music Partnerships representative, Candice Morrissey: "Over the last few months, we have been working with the UK's music industry to help them display the BBFC's age ratings on their music videos on YouTube. These are in addition to the controls we already provide on YouTube, including the ability for uploaders to add age warnings to videos and a safety mode to help parents screen out content they do not feel is suitable for their children."

Although there are no concrete details pointing to a wider implementation than just the UK yet, a recent interview by Music Week with Jones indicates that a more global perspective is likely to follow.

"We're very pleased that the process has now started, but I would stress that this is a first step, not a final step," Jones told Music Week. "We like to think this is the beginning of a movement that will connect globally … [we'd like to see] some kind of age rating process subscribed to by all.

"This is the UK taking lead and we're very proud to be part of that."

If the movement does spread around the planet, it's likely to cause its share of extra work for Australian artists, not least of all West Australian heavyweights Scalphunter, who last year saw their horror-themed clip for then-recent single There Will Be Change pulled from YouTube amid controversy over its content.