Regulator and streaming service embark on next stage of partnership, paving the way for widespread coverage of trusted BBFC age ratings across the platform for years to come.
Today, the British Board of Film Classification (BBFC) is pleased to announce a new self-rating agreement with Prime Video, building on the existing relationship between the two organisations, which dates back to 2015.
This new agreement will allow Prime Video to produce trusted and recognised BBFC age ratings internally, making it even easier for Prime Video customers to confidently choose the right content for themselves and their families. The BBFC’s classification standards are based on extensive research with audiences, most recently involving 12,000 people, to ensure that they accurately reflect UK expectations of what is appropriate for children to see in media content.
The BBFC will work closely with Prime Video and its vast catalogue of content to embed these standards within the company’s internal compliance process. Following the successful completion of a 12-month pilot, Prime Video will be able to generate BBFC age ratings in-house – initially for its Amazon Originals and Exclusives. The BBFC will regularly audit Prime Video classification decisions to ensure the self-rating process delivers very high levels of accuracy on an ongoing basis.
Looking to the future, the partnership's ultimate aim is to achieve widespread coverage of BBFC age ratings across the majority of Prime Video’s SVoD (Subscription Video on Demand) and TVoD (Transactional Video on Demand) content offerings. This will greatly benefit UK audiences who look for known, familiar age ratings wherever they watch content.
Research published by the BBFC earlier this year revealed that eight in ten (81%) people want a consistent age rating system across cinema, physical media, and Video on Demand and streaming services. The research also showed that the BBFC and its iconic age rating symbols remain highly trusted, recognised and valued by audiences across the UK. 90% of parents/caregivers, 91% of teachers, and 88% of teens aged 16-19 say that they trust BBFC age ratings all or most of the time.
David Austin OBE, Chief Executive, BBFC said: "Our latest Classification Guidelines research shows that trust in the BBFC is at an all-time high. People told us just how much they value seeing our age ratings wherever and however they decide to watch content.
“Which is why we're delighted to take this significant next step in our relationship with Prime Video, making it even easier for audiences to make informed choices about the content they watch on Prime.
“This partnership is a fantastic example of best practice, which we hope to replicate with other streaming services operating in the UK to help and empower families, in line with the clearly expressed preference for consistency."
Chris Bird, UK Managing Director, Prime Video said: “We have worked with the BBFC for years at Prime Video UK to ensure that our customers have the information they need to choose what to watch with confidence.
“We are delighted to be extending our partnership with a view to achieving even greater coverage of the BBFC's age ratings, which we know are understood and trusted by the vast majority of UK audiences. This important work enables us to give our customers the best possible user experience.”
According to recent BBFC research conducted as part of its 2024 Classification Guidelines consultation the BBFC and its age rating symbols are highly trusted, well recognised and valued by audiences across the UK.
99% of respondents recognise at least one BBFC age rating symbol, with 78% recognising them all
97% of people see a benefit to age ratings for some or all audiences
87% of parents/caregivers agree with BBFC age ratings all or most of the time
85% of respondents trust BBFC age ratings to accurately reflect the nature of the content they consume
The BBFC has been working with Prime Video since March 2015. Prime Video is currently licensed to display BBFC age rating symbols on content previously classified by the BBFC. The self-rating pilot began on 1 May 2024 and is expected to last about 12 months.
Prime Video will produce BBFC age ratings for content using a manual tagging system and an automated rating algorithm, with the BBFC taking on an auditing role. Prime Video and the BBFC will work together to ensure that Prime Video’s classification process produces ratings that are consistent with the BBFC's Classification Guidelines for the UK.
Prime Video supplements BBFC age ratings on its UK service with its own global content descriptors. As part of this new agreement, during the first half of 2025, Prime Video will begin to display BBFC Content Advice tailored specifically for UK audiences and compliant with current BBFC Classification Guidelines.
BBFC Classification Guidelines are the result of wide-scale consultations with thousands of people from across the UK, extensive research, and more than 100 years of experience. These are updated every four to five years to ensure our standards continue to reflect the expectations and values of people across the UK. The most recent guidelines research, conducted in 2023, consulted 12,000 people.
Alongside Prime Video, over 30 VoD and streaming brands/services are currently licensed to carry BBFC age ratings and/or BBFC data on a voluntary, best-practice basis. These platforms include Netflix, Apple TV+, BFI Player, Curzon Home Cinema, EE Store, Sky Store and YouTube Movies & TV.
The BBFC is independent and not-for-profit, and here to help everyone in the UK – especially children and families – choose age-appropriate films, videos and websites, wherever and however they watch or use them. Now, as well as classifying films released in UK cinemas and on DVD and Blu-ray, it’s providing age ratings for Video On Demand and music videos online, and helping Mobile Network Operators set parental controls at the right level. Please visit bbfc.co.uk for further information.
For more information, please get in touch with Georgia Morian on +44 (0) 7946 423719 or press@bbfc.co.uk. Further information and press assets can also be found on the Media Centre.
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