According to the British Board of Film Classification (BBFC), their age ratings system is considered the most recognizable and reliable by parents in the UK who utilize streaming platforms. This assertion comes ahead of Ofcom’s upcoming Video-on-Demand (VOD) Code implementation.
A recent survey involving 2,000 parents in the UK with children aged 3-16 who subscribe to at least one streaming service, revealed that 90% recognize BBFC ratings. Furthermore, 73% indicated that they trust BBFC ratings more than alternative systems. An overwhelming majority (98%) of parents reported checking age ratings when selecting movies or television programs for their children on these platforms.
Parents who have noticed BBFC symbols on streaming platforms actively utilize them. The study showed that 81% recall seeing the ratings, and 93% of those individuals have used them to determine if content is appropriate for their children. Among parents who have seen BBFC ratings on Prime Video, a significant 97% find them helpful, with 69% describing them as "very helpful."
These findings emerge as Ofcom prepares to introduce new standards for audience protection on streaming platforms through its VOD Code. While the BBFC holds statutory responsibilities for cinema and physical media under the Video Recordings Act 1984, there's currently no legal obligation for streaming services to display BBFC ratings. Nevertheless, the BBFC has been voluntarily extending its ratings to services such as Netflix, Prime Video, and Apple TV for over a decade. In July, they announced a self-rating collaboration with Prime Video.
Parents are also advocating for greater consistency and input from the UK. Ninety-six percent believe that age ratings should be uniform across all media platforms, and 94% think that standards should be developed through consultations with UK audiences. The BBFC’s guidelines are updated every four to five years following public consultation; the most recent update involved 12,000 individuals in 2023.
BBFC chief executive David Austin OBE stated: “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, enjoying strong public trust, is positioning itself to oversee the rating system for streamers, continuing its role from previous decades and technologies like DVD and video cassettes.