Music Video Age Rating

Music Video Age Rating:

Online Music Videos get Age Ratings:

The age ratings put in place on YouTube are part of a government-backed pilot scheme, which aims to protect children from unsuitable content. It follows concerns over explicit videos by artissts including Miley Cyrus, Robin Thicke and Rihanna.

The initial phase of this scheme found that roughly 20% of all videos would get a 12, 15 or 18 certificate. However, labels were not required to submit videos they felt wouldn't attract a rating.

Among the songs deemed to require certification were Ellie Goulding's Love Me Like You Do - from the soundtrack to Fifty Shades of Grey. The video, which contained several excerpts from the erotic thriller, was rated 15 by the BBFC for "strong sex references".

Other examples included:

• Kasabian - Stevie Released last October, the unsettling video for Stevie showed a young boy being raised as a test subject in a laboratory. It received a 12 certificate for "moderate threat".
  
  

• Dizzee Rascal - Couple of Stacks The video for Dizzee Rascal's last single was graphic enough to earn an 18 rating. The BBFC cited the video's "strong bloody violence, gore [and] very strong language" in its ruling.
  
  

• Prides - I Should Know You Better Shot in Scotland, the video for Prides' synthpop single featured a "weird and sad tale of a nice yeti just trying to get along in life" until a hunter cuts his life short. It was rated 12 for "moderate threat, violence and sexual images."

During the first phase of the trial, 84 music videos were given a certification. Of those, 27 were rated 12; 39 were rated 15; and only one was rated 18 - Dizzee Rascal's Couple Of Stack.

Six music videos submitted to the BBFC were classified U and 11 were classified PG.

Once given an age rating, record labels pass on the guidance to the two digital service providers - Vevo and YouTube - who, in turn, display it when the videos are broadcast online.

How are the age ratings applied to music videos?

The BBFC issues either a 12, 15 or 18 rating to online music videos, in line with BBFC Classification Guidelines. The BBFC also includes specific content advice, called BBFC insight, which explains in more detail why an age rating has been given: for example, that scenes include sexual imagery, violence or other content deemed inappropriate for younger viewers.  Once given an age rating, the labels pass on the rating and guidance when releasing their videos to the two digital service providers – Vevo (a video hosting service) and YouTube, who, in turn, display it when the videos are broadcast online.

At the moment, there is no rule on how the guidance should be displayed.

YouTube's current format is to list the information in plain text under the video.

Criticism

The pilot scheme was announced by prime minister David Cameron in a speech on families in August 2014.

It came after parents and musicians spoke out about the content of music videos.

Pop star Annie Lennox was among those who called the imagery of certain videos "dark" and "pornographic".

"I'm all for freedom of expression," she told the BBC "but this is clearly one step beyond, and it's clearly into the realm of porn."

As the trial scheme goes public, David Austin, assistant director of the BBFC said: "We hope this pilot will provide consumers with information to help guide them and their families when accessing music videos online.

"Parents taking part in our most recent review of the BBFC Classification Guidelines in 2013, expressed their 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."

YouTube's Candice Morrissey added: "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."

Research from the British Board of Film Classification (BBFC) reveals that 78% of parents value age ratings for online music videos. The research was carried out to evaluate a joint industry initiative to provide age ratings for music videos online. The aim of the pilot was to help family audiences make informed choices on what videos were most age appropriate to watch.

The research also showed the following:

• 70% of parents of under 12s are concerned about their children being exposed to inappropriate content in music videos
  
  
• up to 60% of children say they have seen content in online music videos of which their parents would disapprove

• given the choice, 86% of parents would encourage/ensure their children watch online channels with clear age ratings

• 75% of parents would like online channels to link music video age ratings to parental controls

David Austin, Assistant Director, BBFC said: “The research shows parents perceive age ratings for online music videos to be almost as important as ratings for film and DVD/Blu-rays. Parents want more nuanced guidance about the content of the music videos their children are accessing online, with BBFC age rating symbols alongside BBFC insight content advice being the preferred form of labelling.

How will these age ratings affect online music videos in the long term?

After a successful trial of the pilot, the Government has announced that age ratings will become a permanent part of guidance given for videos produced in the UK by artists who are represented by major labels (Sony Music UK, Warner Music UK and Universal Music). The age ratings will be placed on videos hosted on YouTube and VeVo to help give parents the tools to make informed choices on what videos their children should watch. These ratings will only be applied to music videos produced in the UK.