EntertainmentStreamingAmazon Prime Video is going to make it easier to control your kidsA simpler, more recognisable rating system is good news for parents and caregiversWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
EntertainmentStreamingAmazon Prime Video is going to make it easier to control your kidsA simpler, more recognisable rating system is good news for parents and caregiversWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
A simpler, more recognisable rating system is good news for parents and caregivers
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: BBFC)
(Image credit: BBFC)
Amazon Prime Videohas some good news for parents and caregivers: it’s signed up to the British Board of Film Classification (BBFC) to produce age ratings for its content. That meansAmazon’s own in-house content will use the same classification guidelines and labelling we’re used to seeing in cinemas and in some other streaming services, such asApple TV+.
The agreement means that the BBFC will work with Amazon to adapt their rating approach to match the BBFC’s classification standards and guidelines, providing support and guidance so Amazon’s trust and safety people can be confident that they’re doing what other broadcasters, producers and streamers are doing too. The BBFC already works with 29 video streaming and video on demand services in the UK including Apple TV+, Rakuten TV, Sky Store and YouTube Movies.
What’s the difference between Amazon’s ratings and the BBFC ratings?
At the moment, Amazon has its own rating system for a lot of itsAmazon PrimeVideo content. Amazon calls them Maturity Ratings, and there are five levels: Kids, which is suitable for everybody; older kids, which is recommended for children aged 7 or older; teens, which naturally enough means 13-plus; young adults, which is 16 or older; and adults, which is 18-plus.
Where things get a little confusing is that Amazon uses the BBFC ratings for content it’s bought in – so for example I’m looking at a few films just now and the Amazon-created ones have Maturity Ratings but other studios' movies use BBFC ones. And while the Amazon ratings are very close to the BBFC ratings, they don’t completely match.
Amazon doesn’t have or need an equivalent to the R18 rating, which is for explicit and legally restricted content that can only be shown in specially licensed cinemas or shown in licensed sex shops.
Simplifying the ratings and sticking with one classification system makes sense, reduces confusion and should make it easier for parental control configurations too. And the BBFC reviews its classifications every four years to ensure that they’re still doing the job they’re supposed to do, so adopting this system means your Amazon choices will always reflect the current industry standards.
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