New classification structure for cinema adverts to be implemented on March 31.
The British Board of Film Classification (BBFC) is to delegate the regulation of cinema advertisements in the UK to the Cinema Advertising Association (CAA).
Following a government consultation, the decision will end the dual regulation that the BBFC and the CAA had previously shared. The BBFC will retain its classification role for trailers, public information films, campaigning films and all other theatrical works.
In the case of doubts about whether a particular film should be considered an advertisement, the BBFC will determine how the film should be classified in accordance with its classification guidelines and inform the CAA accordingly.
Both the BBFC and CAA argued in favour of removing the dual regulation during a public consultation in May 2012.
BBFC chief executive David Austin said: “One of the BBFC’s guiding principles is to protect children and vulnerable adults from potentially harmful or otherwise unsuitable content. By sub-contracting the regulation of cinema advertisements to the CAA, we are confident that the public will remain protected and that Industry will benefit from the newly streamlined process.”
Minister for culture Ed Vaizey added: “I am delighted to see the CAA and BBFC come together to make the regulation of cinema advertising more effective and efficient. The UK’s hugely talented advertising industry makes a tremendous contribution to the nation’s economy, and I’m pleased that Government and industry have worked together to adopt a more streamlined approach.”