UK content providers make new media literacy commitment

UK content providers make new media literacy commitment

Today the UK’s major content providers launch a set of good practice principles for the provision of information about audiovisual content to consumers.

In a fast changing media world, research shows that consumers, particularly parents, want clear information about the content they and their children can view or access, whether it is online, on a mobile phone or on television. Building on existing good practice, these principles promote common sense, simplicity and transparency to ensure that all users are empowered to make safe and informed choices about commercially provided content.

The principles relate to content that may be unsuitable for children and young people or which some members of the public may find offensive. While the format of the information provided may vary from platform to platform, content providers are committed to ensuring that it is easy to use and understand, enables the user to make informed choices, uses plain and consistent language and is practical for the medium in which it is made available.

Content providers have worked together for the last year to develop these common good practice principles. Facilitated by the Broadband Stakeholder Group, the government’s advisory body on broadband, today’s signatories to the principles include:

  • AOL
  • BBC
  • Bebo
  • BT
  • Channel 4
  • Five
  • Google
  • ITV
  • Microsoft
  • Mobile Broadband Group (represents Orange, O2, 3, T-Mobile, Vodafone and Virgin Mobile)
  • Teacher’s TV
  • Virgin Media
  • Yahoo!
  • ATVOD (Association for Television on Demand)
  • BBFC (British Board of Film Classification)
  • FOSI (Family Online Safety Institute)

Ed Richards, Chief Executive of Ofcom responded to the launch of the principles, stating: “Ofcom is pleased that the industry has come together to address the challenge of providing consumers with content information which is appropriate for the evolving media landscape. Research has shown that people want clear and consistent information about content and we think that these good practice principles represent a positive step forward.???

Antony Walker, CEO of the Broadband Stakeholder Group says: “Consumers want clear information to help them make more informed choices. These principles set out the underlying approach that content providers are taking so that consumers get the information they need, and in a way that makes sense to them across different media platforms. We hope today’s launch will encourage other players in the audiovisual industry to sign up to this important cross-industry initiative.

“These landmark principles demonstrate that as audiovisual content continues to evolve, content providers are committed to working together to promote and enable media literacy. The principles will be reviewed in 2009 by the BSG to assess their impact and effectiveness.???

BSG content providers make new media literacy commitment – full press release

Audiovisual Content Information – Good Practice Principles

Visit for more information.