Ofcom has published its first review of audience protection measures used by UK video-on-demand providers, concluding that most services are deploying tools that are “broadly adequate” to protect viewers but warning that content warnings and signposting to controls need to improve.
The review, required under the Media Act 2024, covers on-demand programme services such as Disney+, Amazon Prime Video and BBC iPlayer. Ofcom used its statutory information-gathering powers to audit what protections are in place and commissioned audience research to understand how viewers perceive and use them.
Audience protection measures (APMs) include age ratings and classifications, content warnings, parental controls and age-assurance systems to stop children accessing unsuitable material. Ofcom found widespread adoption of these tools and said they are generally being used in ways that are sufficient to reduce the risk of harm, with some global platforms adapting their classification schemes to better align with UK expectations.
However, the regulator highlighted several weaknesses. Viewers told researchers they want content warnings that are more specific, accurate and easy to understand, rather than generic labels. Many services could also do more to explain how to find and use their protection tools, while parental controls and PINs do not always work consistently across different devices. Audiences also stressed that safeguards should be proportionate – protecting children and vulnerable users without adding unnecessary friction or unduly intruding on privacy.
Ofcom will carry out a further review focused on “Tier 1” VOD services once the Secretary of State has designated which platforms fall under the new, enhanced Media Act regime. The findings from this first report will feed into the regulator’s wider work on a new VOD content standards code and updated guidance for ODPS providers over the next two years.
