Baroness Joanna Shields has teamed up with key stakeholders in the music industry and internet video giants to make it harder for children to watch UK-produced music videos that contain nudity, drugs and inappropriate lyrics.

Shields, who held managerial positions at Google and Facebook before making a steady move towards politics, said: “Movies in the cinema and music DVDs are age rated to inform the viewer and help parents to make informed choices. We welcome this voluntary step from industry to bring internet services in line with the offline world.

“Keeping children safe as they experience and enjoy all the benefits the internet has to offer is a key priority for this government’s One Nation approach to help families across Britain. We will continue to work with industry to develop ways to help parents to better protect children online from inappropriate music videos with explicit adult or violent content.”

The former Tech City UK CEO and has made online child safety one of her key remits.


In terms of how the new age certificiation measures will work in practice, UK labels will supply videos ahead of release to the BBFC, and then pass on the rating and guidance given by the BBFC when releasing their videos to the two digital service providers involved – Vevo and YouTube – who display it when the videos are broadcast online.

To date 132 music videos have been submitted by UK labels to the BBFC for certification and, of these, only one has been given an 18-rating – Dizzee Rascal’s ‘Couple of Stacks’.

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