The British Board of Film Classification (BBFC) says its age ratings are the most recognised and trusted by UK parents using streaming services, ahead of Ofcom’s forthcoming Video-on-Demand (VOD) Code.
In a study of 2,000 UK parents of 3–16 year-olds who subscribe to at least one streamer, 90% recognised BBFC ratings and 73% said they trust BBFC ratings the most compared with alternative systems. Almost all parents (98%) check age ratings when picking films or TV shows for their children on streaming services.
Parents who recall seeing BBFC symbols on streaming platforms said they actively use them: 81% remember seeing the ratings, and 93% of those have used them to decide if something is suitable for their child(ren). Among parents who have seen BBFC ratings on Prime Video, 97% find them helpful, including 69% who say they are very helpful.
The findings arrive as Ofcom prepares new standards for audience protection on streaming platforms under its VOD Code. While the BBFC has statutory duties for cinema and physical media under the Video Recordings Act 1984, there is currently no legal requirement for streamers to display BBFC ratings. Nonetheless, the BBFC has spent more than a decade extending its ratings to services including Netflix, Prime Video and Apple TV on a voluntary basis; in July it announced a self-rating partnership with Prime Video.
Parents also want greater consistency and UK input: 96% say age ratings should be consistent across media platforms, and 94% believe standards should be shaped through consultation with UK audiences. The BBFC’s guidelines are refreshed every four to five years following public consultation, most recently involving 12,000 people in 2023.
BBFC chief executive David Austin OBE said: “As families navigate an ever-expanding world of streaming content, clear and trusted guidance has never been more crucial… today’s findings make it clear that the BBFC’s voluntary partnerships with streaming platforms are not only valued and trusted by UK parents but, critically, are being used to empower them to make informed decisions for their families before pressing play.”
Childnet International CEO Will Gardner OBE added: “With this research showing overwhelming public demand for consistent age-rating standards across streaming services, it confirms that the BBFC’s partnerships with platforms like Prime Video and Netflix make a profound and significant contribution to children’s online safety in the UK.”
The BBFC, trusted by the public, is now making a play to be behind any rating system for streamers as it has done in decades and technologies past for DVD and video cassettes.
