The United Kingdom’s communications regulator Ofcom yesterday published a report, which assesses whether the audience protection measures (APMs) that video-on-demand or OTT platforms were mandated to take were sufficient.

To compile the report, Ofcom said it used its information-gathering powers to understand what APMs services currently were in use in the UK and commissioned a research with audiences to explore how they perceive such measures more broadly.

The Media Act of the UK imposes new standards requirements on streaming services (known as on-demand programme services or ODPS), which people in the UK watch across a range of platforms and devices. Well-known ODPS services include Disney+, Amazon Prime Video, BBC iPlayer and Now.

Pointing out that as well as implementing a new Code for content standards on certain streaming services, Ofcom said it now has a duty to examine how providers protect their audiences with measures such as age ratings, content warnings, parental controls and age assurance.

According to a statement put out yesterday by the Ofcom, its review found the following points:

# Widespread adoption: ODPS were using APMs where necessary and in ways Ofcom considered broadly adequate to protect audiences from harm.

# Different approaches: A range of different approaches were being adopted for age ratings and classification tools, as well as for content warnings, which reflect the range of types of ODPS that exist.

# Some adaptation for UK audiences: Proactive steps have been taken by some global providers to adapt their content classification approach to align with the UK audience expectations. Content warnings could be more detailed, as audiences want them to be specific, accurate and easy to understand.

# Lack of information: Services could provide more information as to how viewers can find and use the protection tools available to them. Viewers like parental controls and PINs, but these tools are not always working consistently across different devices.

# Need for proportionality: Audiences want protection measures that are proportionate to the risk of harm and do not create unnecessary friction in their viewing experience, or intrude on data privacy.

Ofcom stated that it would carry out a “further review” in due course of APMs used by Tier 1 services after regulations have been made by the UK government to determine which services were subject to enhanced regulation under the new Tier 1 regime.