In a bid to shield children from unsuitable content, music videos on YouTube and Vevo are being tagged with age certificates. Also Read - iPhone users now get Picture-in-Picture mode for YouTube videos worldwide
According to The Independent, the move was part of a government-backed campaign following concerns over “explicit” videos by artists such as Rihanna and Miley Cyrus. Also Read - 5 Best apps to download movies for free on Android device to watch Offline
Among the videos that were deemed to require certification were Ellie Goulding’s “Love Me Like You Do” from the soundtrack for Fifty Shades of Grey. It was rated 15 by the British Board of Film Classification (BBFC) for “strong sex references.” Also Read - No, Facebook, WhatsApp, Twitter and Instagram will not stop working in India (Not right now)
The ratings are given by the BBFC , with three major record labels, Sony, Universal and Warners, taking part.
After an age rating has been given, record labels pass on the guidance to Vevo and YouTube, who display it when the videos are broadcast from their sites.
The initial phase of the pilot scheme saw roughly 20 per cent of videos receiving 12, 15 or 18 certificate.