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It appeared increasingly likely that the scope of the Audiovisual Media Services Directive would apply to ‘TV-like’ services, in particular video on demand. It also seemed likely that the Directive would permit National Regulatory Authorities to implement these requirements via self- and co-regulatory schemes.
In anticipation of this development, Ofcom strongly encouraged key organisations in the audiovisual field to work together to develop a common approach to content information provision, as a component of the co- and self-regulatory activity that would likely need to take place once the Directive is transposed into UK law.
An initial cross-industry meeting was held on 22 November 2006, and it was agreed that the group should hold a dialogue to establish a set of ‘common principles’. These principles would not, however, extend to agreeing a common technological approach.
The group worked on the principles throughout 2007, which have built on existing good practice. The final principles promote common sense, simplicity and transparency to ensure that consumers are empowered to make safe and informed choices about commercially provided content.
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