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David Cameron has unveiled the Government's plans for online music videos to be given age-ratings to prevent minors from seeing inappropriate content from October.
The PM this week announced a pilot scheme with YouTube and the British Board of Film Classification (BBFC), adding that 'strengthening families' was at the heart of what Government was trying to achieve, and would be a huge priority from October.
“I know that I am far from the perfect father and husband, and I will never pretend otherwise,” he said in a specch - adding: "In as far as possible we should try to make sure that the rules that exist offline should exist online.
"So if you want to go and buy a music video offline there are age restrictions on it. We should try to recreate that system on the internet."
Mr Cameron continued: "As for my own children, I am sure there are times when they have been disappointed because they haven’t been able to do something or see something.
"But that is part of what being a parent is about, is being able to deploy the use of the word ‘no’ and even sometimes to deploy the use of the off switch on the television, as unpopular as that might be – and sometimes ineffectual because they find another screen somewhere that is switched on."
Lady Gaga, Robin Thicke and Miley Cyrus are among the stars who have come under fire for their NSFW and raunchy music videos, especially for them arguably being targeted at younger audiences.
The BPI, who represent the UK music industry, said labels would voluntarily submit videos likely to be rated 12 or above to the BBFC.
A BPI spokesman said: "The BPI agrees with government that, with so many more music videos now being released online through such sites as YouTube and Vevo, it is important this content is made available to the public in a responsible way, that is sensitive to the needs and concerns of younger viewers and their parents in particular.
"The BPI and its members are therefore working with the BBFC, Digital Service Providers and with the support of government on a pilot scheme that will trial age ratings for music videos released online through the UK."
They added: "Technical details are still being developed, but the scheme will see UK record labels voluntarily submit content likely to be rated 12 or above to the BBFC for classification into 12, 15 or 18 age categories. Labels will then include this data with a ‘parental advisory’ style alert in its feed to the Digital Service Providers so that users, including parents, can make a more informed viewing decision."
The age-rating pilot is set to start on 1 October
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More about: Miley Cyrus