The proposal is part of a new approach announced yesterday by
Ofcom, designed to promote media literacy in the UK – a duty
imposed on the regulator by the Communications Act of 2003.
The growth of media technology means that content can be viewed
in numerous different ways, each of which is subject to numerous
different Codes, regulations and restrictions. All of which means,
says Ofcom, that the ability to assess the suitability of content,
particularly where children are involved, will depend more and more
on the individual viewer.
"Viewers and listeners need to have clear, accurate and timely
advice about the nature of content so that they can make an
informed choice. This advice can be effectively delivered using a
content labeling framework", says Ofcom.
As a first step, Ofcom will encourage industry to establish a
cross-platform working group, that will include such bodies as the
BBC, ITV, Channel 4, five, BSkyB, British Board of Film
Classification (BBFC), major ISPs and mobile phone operators.
The working group will explore the possibility of creating a
common content labelling scheme for electronic audiovisual material
delivered across all broadcast and interactive platforms. Ofcom
also intends to explore whether labelling schemes will help
consumers make more informed choices about electronic media
content.
Ofcom has launched a consultation on its proposals and invites
responses by 10th August.
