BPI extends parental advisory scheme to digital

By | Published on Wednesday 21 December 2011


Record label trade body the BPI yesterday formally announced the expansion of its parental advisory scheme to online music services, a move it originally announced back in June ahead of the release of a government report that stressed about the ever increasing amount of sexualised imagery children see in music videos, TV programmes and advertising.

The BPI reckons its parental advisory stickers, used on CDs and DVDs, are widely recognised, so it makes sense to extend the same scheme to digital services, including a la carte download stores and streaming and music video platforms, so that parents are more readily informed about the suitability of different content.

Digital services and etailers set to participate in the new programme include VEVO, iTunes, TuneTribe, eMusic, Napster, ASDA, Orange, 7Digital, Tesco, HMV, Amazon, Play, Digital Stores, Fairshare Music,, The Hut, Trackitdown and Badlands, with the aim to add more in due course. A new parental advisory website better explaining the scheme has also been launched.

Confirming the expansion of all things parental advisory into the digital domain, BPI top man Geoff Taylor told CMU: “We know that the parental advisory logo on CDs and DVDs has been a useful tool for parents, offering them a simple means of identifying music content that may not be suitable for their children. We believe that parents need the same guidance when their children are downloading or streaming songs or videos online, so we have extended the logo to digital music services. Meanwhile our new website, gives parents the details they need”.

For reasons not entirely clear (well, she is a mother, and she will have a new record that needs flogging next year), Jamelia flew in from the past to give her backing to the new scheme, telling reporters: “As a parent, naturally I worry about whether my kids are viewing and listening to appropriate content when they’re online, but without some form of guidance it can be almost impossible to stay on top of what’s suitable and what’s not. I think parents would agree that having the same logo for online music services that we’re used to seeing in the high street gives parents the ability to quickly and easily judge whether a song or music video is right for their child”.

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