What is The Association for Television On-Demand (ATVOD)?
On-demand is the viewing method of choice for millions of consumers in the UK so it is important that the industry works together to ensure that effective safeguards are in place for the protection of consumers. The on-demand industry is self-regulating; abiding by a Code of Practice and guidance notes developed by ATVOD. While on demand services offer consumers high levels of choice and control and access to on demand content is therefore largely a matter of individual responsibility, the Code ensures high standards and consistent expectations. It protects consumers and allows them to protect those within their households, such as children, from inappropriate material, thus making on-demand services pleasurable and safe. ATVOD will act if there is an infringement of the Code of Practice.
ATVOD offers an independent complaint appeals process to its members and consumers on issues of content and complaints about technical, operational or billing errors. The complaints resolution process requires complainants to go first to the service provider and come to ATVOD only if they are dissatisfied with how their supplier has acted. ATVOD’s complaints system allows for further independent adjudication, if necessary, with an external independent adjudicator who will make the binding decision on appeals made by suppliers or consumers against ATVOD’s decisions. ATVOD has a progressive range of actions that it will apply to enforce the Code of Practice and when complaints are upheld.
ATVOD was created at the time of Communications Act 2003, with the support and encouragement of the Government. Its Board is chaired by an independent chairman, Elizabeth Filkin, and consists of an independent member, representatives from our member organisations and two advisors. In 2007 John Bridgeman was appointed as the independent adjudicator for complaints. The Secretariat function is provided by Andrea Millwood Hargrave, Millwood Hargrave Limited.
While our self-regulatory processes have been put in place for consumers who need to know that the on demand industry has high standards, it is equally important that companies have a market incentive to ensure that the services they provide are in line with standards of probity and public policy. ATVOD’s view is that the regulatory response to such a dynamic and evolving market must be flexible so that it can be adapted with speed. ATVOD acts as an industry body, providing information and advice to its members, as well as a single point of contact not only for consumers but for Government, DCMS, BERR, Ofcom, ASA and others.
ATVOD Code of Practice (PDF file: 48.9kb)