New BBFC Language Guidelines Questioned

Teresa Phillips • Jul 02, 2021

Over the past few months, this blog has examined changes in ratings criteria in India , Australia and reactions to specific titles, such as “ Family Guy ” and “ The Falcon and the Winter Soldier.” The purpose has been to look at regulation from a cultural perspective and the practical impacts on content creators. In this post, we’re going to take a different perspective: that of the viewing public and their reaction to regulatory changes. In particular we will look at the recently published language guide by the British Board of Film Classification (BBFC) and public reaction to changes impacting U-rated titles.

In June 2021, the BBFC updated their Parent’s Guide to Language , which informs parents how the BBFC interprets language in film and explains how that interpretation impacts age rating decisions. The change that has garnered the most public attention is a determination by the BBFC that the words ‘damn,’ ‘hell,’ ‘God,’ and ‘Jesus Christ’ are acceptable in “U” or Universal rated titles. Some religious groups, however, consider these terms blasphemous regardless of the context and argue their use is not appropriate for any content, “suitable for all.”

The U.K.’s Christian Institute (CI) believes the BBFC is failing in its role as an arbiter of standards by allowing the use of blasphemous words, despite the guidelines restricting the “U” rating to the “infrequent use only of very mild bad language.” The Institute’s Ciarán Kelly remarked, “It is a slap in the face for Christians. The BBFC recognizes that using the terms ‘God’ and ‘Jesus Christ’ in an irreverent way is deeply offensive to many people but will allow it anyway…By allowing films containing blasphemy to be shown to even the youngest children, they are desensitizing impressionable minds.”

While plainly acknowledging in the Parent’s Guide that some people find these words particularly offensive, the BBFC is making clear its decision is based on the reality that many British families use these words regularly at home and have research that shows they are comfortable with their children hearing them in U-rated titles. Other religious leaders reluctantly acknowledge this fact.

Reverend Liz Clutterbuck commented in the Premier Christian News :  “The BBFC is a really great institution and is very good at informing people about why it makes the decisions it does. I was a little bit surprised to see this but to be honest, having given it some thought, I think the way that British society is, for a lot of people, they aren’t offensive terms and I think that’s probably something that Christians and the church needs to accept, even if we do find them offensive.”

Reverend Clutterbuck added, “If you’re hearing something in a film that you find offensive, [it’s about] explaining it to a child as to why that character might be saying, ‘Oh my God’, but we don’t say that at home and we don’t say it in public and this is the reason why – which is exactly what you would do if your child came home from school, and said words that you didn’t like and you considered offensive.”

Created in 1912 as the British Board of Film Censors, the BBFC is a storied and well-regarded content regulator. Lacking legal authority from the beginning, the BBFC relied on its relationship of trust with consumers to wield influence over the movie industry. While legislation, public sentiment, and classification standards have evolved over the years, the BBFC has remained steadfast in its mission. As in this case with new language guidelines, the BBFC continues to focus on providing parents with sufficient information to help them make informed content decisions for themselves and their families.

The post New BBFC Language Guidelines Questioned appeared first on Spherex.

Share this post

Share this post

Related Posts

By Spherex 27 Mar, 2024
Santa Clara, CA (March 27, 2024 ) — Spherex , a global technology and data company serving the Media and Entertainment industry, will showcase Spherex AI ™, its pioneering AI platform for video content compliance and analysis, at NAB 2024 in Las Vegas from April 13 to 17. The Spherex AI ™ platform empowers content owners to adapt their narratives for the broadest international audience while avoiding regulatory restrictions and censorship barriers. Spherex will be exhibiting at Booth W2217 in the West Hall of the Las Vegas Convention Center. Spherex AI ™ drastically reduces the time and resources required for video content localization, mitigates the risk of cultural insensitivity or noncompliance, and enables creators to accelerate expansion and reach the right audience faster, cost-effectively, and without brand risk. The platform scans film, TV, or advertising content quickly and affordably, making it the ideal solution for verifying the suitability of any video content for any global market. “Today, content providers and streaming platforms must navigate complex regulations and cultural norms to operate successfully in different markets,” said Teresa Phillips, Co-founder and CEO of Spherex. “By seamlessly integrating sophisticated AI with cultural and regulatory insights, Spherex helps content creators, studios, distributors, and platforms unlock new markets, broaden their audiences, and increase revenue.” At the heart of Spherex AI ’s™ innovation is its proprietary AI technology, based on a decade of meticulous research and analysis of laws, regulations, and film/TV classifications in over 100 countries, as well as the screening of millions of film and TV clips for training and validation. Unlike conventional methods that employ AI and Machine Learning (ML) to identify objectionable content in a scene, Spherex uses advanced techniques to interpret the cultural context surrounding classifiable elements such as drugs, violence, sexuality, and profanity. Understanding the context is crucial because it's not just about the events happening in a video or who is involved; it's about comprehending the setting, characters, impact, and consequences. These factors are essential in determining local age ratings and cultural suitability for worldwide markets. To book a meeting with Spherex at NAB, contact Davinder Lu thra here . About Spherex Spherex is a global technology and data company transforming how media and entertainment enterprises create, adapt, and deliver film and television to audiences worldwide through AI and machine learning. With unmatched expertise in culture and regulatory compliance, Spherex works with the world's largest media companies, movie studios, networks, distributors, and streamers to build larger audiences, speed up content discovery, drive more video views, and generate higher revenue. Learn more at www.spherex.com .
05 Mar, 2024
Three Criteria to Consider When Adding Generative AI to Your Work
By Spherex 15 Feb, 2024
In the digital age, the proliferation of inappropriate or objectionable content in social media, film, and TV has become a significant concern. This content, which can range from explicit material to hate speech, poses a threat to individual users and businesses that operate within these platforms. This issue becomes even more complex when we consider the global nature of these platforms and the need for content localization. The advent of Artificial Intelligence (AI) can play a pivotal role in addressing these challenges, including some of those it is expected to cause. The Problem The issue of inappropriate content is multifaceted. For one, it exposes users, particularly young ones, to material they are not developmentally ready for. It often happens that regulators for entire markets may find the content so objectionable that they prohibit or restrict how and where it can be shown. Furthermore, it can damage the reputation of businesses associated with these platforms, especially if their ads appear next to such content. Content creators, distributors, or platforms are increasingly held responsible for objectionable content through laws such as COPPA in the U.S. and GDPR in Europe. Legislative bodies from around the globe are debating new laws or regulations to ensure only age-appropriate content is available to their citizens. All indications are the problem will get worse before it gets better. The Impact on Film and TV Content Localization Localization refers to adapting content to make it culturally and linguistically suitable for a specific target audience in a particular region or country. The presence of inappropriate content can significantly impact the decision-making process around content localization for global media markets and streaming platforms. For instance, content creators must be aware of cultural sensitivities to avoid alienating their audience. They must consider the potential double meaning, unintended connotations, or offensive expressions in slogans, names, jokes, and idioms and find brand-secure alternatives. They must be aware of the types of imitable behavior some populations find objectionable. This is especially important when localizing content for different cultures. Moreover, inappropriate content can affect simple things like trailers, visual aesthetics, and other critical elements of how content appears in an advertisement. It can also impact content placement and rankings as platforms use metadata to restrict objectionable content from appearing in search and language-compatible search engines. The Role of AI in Mitigating the Problem AI will play a transformative role in addressing the issue of inappropriate content. AI algorithms can scan and analyze vast amounts of data, flagging potential compliance issues and violations. This helps professionals identify and address any non-compliant content more efficiently. AI can also automate the monitoring and analysis of content, providing insights into the type of content and where ads can appear. This can help protect brands by ensuring their ads do not appear in the wrong places, such as airing adjacent to inappropriate content or extremist or fake news sites. Furthermore, AI can assist in content moderation. AI moderates user-generated content more efficiently and accurately. It can analyze text, images, and videos to identify inappropriate or offensive content, which can then be timestamped and flagged for review and further action. In conclusion, the issue of inappropriate content is complex and requires a multi-faceted approach. By working together, media and entertainment companies, content creators, studios, and content distributors can create a safer and more respectful digital environment. The advent of AI technologies provides promising solutions to mitigate the problem of inappropriate content, ensuring content compliance, corporate responsibility, and brand safety. Spherex AI ™ is the premier platform for delivering AI/ML-based analysis of any form of video content for any market worldwide. If you have global distribution aspirations, adding Spherex AI ™ to your workflows is an intelligent way to ensure your content reaches its broadest audience quickly and safely. Contact Spherex today for a personal demonstration.
By Spherex 30 Jan, 2024
Navigating international distribution is challenging and risky.
By Spherex 12 Dec, 2023
Understand significant differences between film and TV ratings, emphasizing the complexities content creators face in preparing titles for television due to regulatory and market concerns such as commercial breaks, run-time, and cultural variations.
compliance metrics being evaluated on screen
By Spherex 20 Nov, 2023
Explore the evolution of ad placement in the dynamic landscape of streaming, D2C platforms, and linear TV. From the simplicity of targeting demographics to today's complex considerations involving regulated content, discover how advertisers navigate challenges.
By Spherex 11 Oct, 2023
There is no immunity from Censorship.
AI Presentation being given about its impact on the media.
By Spherex 04 Oct, 2023
Explore the multifaceted role of AI in the media and entertainment industry, encompassing its promises in content creation and distribution, alongside critical insights into its limitations and challenges.
global streaming
By Spherex 26 Sep, 2023
Unlock the Global Streaming Potential of Foreign-Language Titles. Explore the Impact of Multilingual Content on Worldwide Audiences.
Show More
Share by: