Netflix will produce BBFC age ratings for content using a manual tagging system along with an automated rating algorithm. The two will then work together to ensure Netflix produces ratings that are consistent with the BBFC’s Classification Guidelines for the UK.
Mike Hastings, director of editorial creative, Netflix, said: “The BBFC is a trusted resource in the UK for providing classification information to parents and consumers and we are excited to expand our partnership with them. Our work with the BBFC allows us to ensure our members always press play on content that is right for them and their families.”
BBFC is already working with the Video Standards Council Rating Board (VSC) on voluntary guidelines for SVOD. Pure catch-up TV services like iPlayer, ITV Hub, All4, My 5 and UKTV Player are excluded from the proposals.
“We are fully committed to helping families chose content that is right for them, and this partnership with Netflix will help us in our goal to do just that,” said BBFC chief executive David Austin. “By partnering with the biggest streaming service, we hope that others will follow Netflix’s lead and provide comprehensive, trusted, well-understood age ratings and ratings info, consistent with film and DVD, on their UK platforms. The partnership shows how the industry are working with us to find new and innovative ways to deliver 100% age ratings for families.”
The pilot will run for a 9 to 12-month period. The BBFC will regularly check Netflix rated content to make sure that BBFC standards are being maintained.
Sky uses the BBFC age ratings on its Sky Store, but has its own ratings on other services.
The BBFC is keen to work with all VOD providers to see how BBFC ratings can be used more widely and consistently online.