BBFC to rate online content

BBFC.online hopes to provide information to regulate content viewed by minors

The British Board of Film Classification (BBFC) has launched an online service to classify and rate new media content served over the internet.

Independent research indicates that two-thirds of adults, and three-quarters of parents, are concerned about video material which does not come with independent content advice and labelling.

The study also found that 91 per cent of parents and 84 per cent of all adults want to see BBFC film and DVD classification on downloadable and streaming films and other digital media content.

BBFC.online is aimed at distributors and new media distribution channels such as download-to-rent video websites and set-top box providers.

Studios including Walt Disney, Warner Bros and 20th Century Fox have already signed up to the voluntary scheme.

The BBFC has stressed that is not attempting to censor the internet, but to provide adequate information for those attempting to regulate content viewed by minors.

Although BBFC.online will be involved in rating video games which are downloadable over the internet, it will not be involved with online games such as World of Warcraft.

"We are talking to all the major players in the arena," said Peter Johnson, head of policy at the BBFC.

"If you provide a game to the consumer using the internet as a form of delivery, this is included in the scheme. If the gameplay is hosted online, then it is not included in the scheme."

Over 600 pieces of downloadable content have already been given BBFC ratings, and the organisation said that over 1,000 items will have been rated by the end of May.