ATVOD

12 Dec 2007

Secretary of State for DCMS launches new Code of Practice to safeguard users of On-Demand Services

The Association for Television On-Demand (ATVOD) has today launched a new Code of Practice which ensures protection for users of on-demand audio visual content in the UK. Over 4.5 million households in the UK already use on-demand services, and more than 25 million on-demand items are watched each month. The industry has worked together to provide transparent and effective regulation which protects on-demand users, particularly children, from inappropriate content.

The new ATVOD code requires on-demand providers to offer effective content access management systems and signposting so that users can make informed decisions about what they, and other members of their household, view. The new Code has been developed to provide the regulatory regime envisaged by the Audio Visual Media Services Directive. It has moved from being rules to principle-based, giving greater flexibility to make changes to fit the current and evolving environment, allowing self regulation for developing businesses while prioritising the consumer's ability to use the services offered with confidence.

Elizabeth Filkin, Chairman of ATVOD said: "These self-regulatory mechanisms have been put in place for users. It is very important to have high standards which provide consistent expectations in an on-demand world. The standards are there to protect users, and to allow them to protect those within their households, particularly children. This Code is intended to make the customer's experience pleasurable and safe." The Secretary of State for Culture Media and Sport, the Right Honourable James Purnell MP said: "The UK is leading Europe in take up of on-demand services and in its approach to self regulation in the on-demand industry. I support the new Code of Practice, and the work ATVOD does in enabling the industry to work together to provide effective safeguards for users of on-demand services."