Video-On-Demand Code of Practice Issued

Culture Secretary Tessa Jowell today backed a new code of practice for providers of Video-on-Demand (VoD) – the system that allows customers to watch films, music videos and programmes whenever they want to.

 

Earlier this year, Tessa Jowell challenged the VoD industry to provide assurance that it would maintain adequate means of protecting children, following the de-regulation of VoD services as proposed in the Communications Bill.


When the draft Communications Bill was published in May, the Government said that it envisaged "such an assurance would incorporate a binding code whereby all UK Video-on-Demand providers would be signed up to putting in place, promoting and operating effective child protection measures."


The Government has worked closely with the industry to develop the Code.


Tessa Jowell today said:

"I am pleased to announce that the Video-on-Demand industry has made excellent progress with the development of a code of practice, and have written to me with details of that Code.


"I am satisfied that the Code represents a system that will provide adequate protection for children, and to subscribers to video-on-demand services.

"This is responsible self-regulation of the kind we want to encourage.


"I have asked the industry to keep me informed of its progress in establishing the self-regulatory system set out in the Code, so that it can come fully into effect on enactment of the relevant provisions of the Communications Bill."


The Code provides for the establishment of a Video-on-Demand association (VODA) consisting of representatives of the five companies that provide or intend to provide Video-on-Demand services – they are VideoNetworks, Kingston Communications, On Demand Group, NTL, and Telewest. 


Andy Birchall, Executive Chairman, ON Demand Group said:

"Video-on-Demand is quite unlike linear broadcasting and the proposed
self-regulation recognises that fact.  In a Video-on-Demand environment, the
viewer is able to control what he wants to watch and when he wants to watch
it.  Video-on-Demand, therefore, requires a different regulatory approach."


Adam Tow, General Counsel, Video Networks Ltd said:


"The drafting of the Video-on-Demand Code of Practice has been an excellent
example of Government and business working together to ensure there is
adequate protection for children and other viewers through a self-regulatory
process." 


Notes to editors


1 The Code is based on two core principles:

(i) Members recognise their responsibility to assist subscribers in their efforts to protect children and young people from unsuitable materials;

(ii) Members recognise their responsibility to provide accurate, timely and reasonably prominent guidance in relation to their offerings of:

(a) content reasonably expected to cause significant offence or upset to some customers; and

(b) commercial services.


2 The Code provides for a route for customers to complain about services that they receive from VoD providers that are signatories to the Code. At the outset, standards will be based on the codes established by the Independent Television Commission , which currently regulates VoD as if it were television. The new system is simple:

  • Customers are encouraged in the first instance to raise their complaint irectly with the service provider (the VODA Member).
  • If they are dissatisfied with the response they receive from the individual VODA Member, they may submit their complaint to the VODA Board, which will adjudicate on whether there has been a breach of the Code, and may impose sanctions on the VODA Member.
  • If the complainant is not satisfied with the response of the VODA Board, they may appeal to the VODA Independent Appeals Commission, whose members are independent from the industry.

3 The Code of Practice can be accessed at  the Creative Industries part of the website.

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