The decision follows a strategic review by Ofcom that led Ofcom to conclude having a separate organisation was no longer the most effective way of fulfilling its remit.
“We are immensely proud of the work ATVOD has done since it was given the job of overseeing a brand new set of regulatory rules for video on demand services in 2010,” said ATVOD Chair Ruth Evans and ATVOD Chief Executive Pete Johnson in a joint statement. “We have done this as a co-regulator dedicated to engaging fully with the industry we regulate in order to ensure that consumers enjoy the protections to which they are entitled without the imposition of unnecessary burdens on providers of video on demand services. Under our regulation, the UK video on demand industry has grown strongly and consumer complaints have been dealt with effectively and efficiently.”
ATVOD says it will now work with Ofcom to ensure a seamless transition.
Ofcom already has concurrent responsibility to act in addition to, or in place of, ATVOD.
From 1 January 2016, Ofcom will take sole responsibility for regulating video-on-demand programme services. The Advertising Standards Authority will continue to act as a co-regulator for advertising content on video-on-demand services.