Ofcom regulates Amazon Instant Video

The regulator of video-on-demand (VOD) and catch-up programming services – such as those provided by Amazon Instant Video – is to be brought inside telecoms and broadcasting authority Ofcom.

The move of the Authority for Television On Demand (ATVOD) regulator to Ofcom was announced following a review to ensure content is regulated efficiently.

Ofcom reviewed the arrangements for on-demand video content, led by the Ofcom-designated Authority for Television On Demand (ATVOD) since 2010.

Ofcom decided that, due to the substantial take-up of such services in the UK – a recent study from the regulator showed VOD services were watched by 57% of viewers over 15 years old in the UK in 2014, compared with 27% in 2010 – it would be more effective to bring the ATVOD regime within the telecoms and broadcasting authority.

However, Ofcom said ATVOD's rules for regulating VOD content – set out in the Audio Visual Services Directive – would remain different from those for broadcast.

Ofcom said ATVOD played an important and effective role in regulating on-demand content and the two bodies would work closely together as it moved to Ofcom's organisation, so consumers remained protected from harmful content throughout the process.

ATVOD has played a significant role in regulating on-demand content over the past five years and, similarly to Ofcom, it is committed to protecting audiences from harmful content.

The move will take effect in January 2016. The Advertising Standards Authority will continue to act as a co-regulator for advertising content on video-on-demand services.