1. REGULATORY AND
PROFESSIONAL BODIES WITHIN
THE CREATIVE MEDIA SECTOR
Task 3 Understand the Regulation of the
Media Sector
Louise Maher

2. British Board of Film Classification
(BBFC)
The BBFC works as an independent, self financing, non for profit
media content regulator with the responsibility for the national
classification and censorship which involves classifying videos,
DVD’s and some video games under the Video Recording Act
2010, protecting the public from content which may cause harm
or risk. When classifying films there are a number of issues
considered such as discrimination, horror, language, nudity, sex
and drugs as well as taking into consideration the context and
the impact the piece of work will have on the audience, with
their decisions being based on the BBFC’s published and
regularly updated guidelines which detail what Is acceptable at
each age category from U to R18.
In order to ensure that the BBFC’s classification standard are in
line with what the public expects, the BBFC conducts a major
public consultation to find out what the public think and what
they think is acceptable for each range, therefore any changes
in the publics attitude is taken into consideration and will result in
the BBFC’S adjusting their criteria and standards

3. Pan European Gaming Information
(PEGI)
PEGI is an age rating system which was set up in 2003, replacing a
number of national age rating systems and was established to help
ensure that consumers make informed decisions when purchasing
a computer game. To do this PEGI ensure that games clearly
labelled by age depending on the content of a particular game
therefore confirming that the game is suitable for a players over a
specific age. This particular system is supported by the major
console manufacturers, including Sony and Microsoft.

4. Film Distributors Association
The film distributors association is a trade body for UK film
distributors. Established in London 1915 and works with many
individuals, organizations and companies.

5. Video Standards Council (VSC)
Due to government concerns regarding the video industry the
video standards council was established in 1989. A code of
practice was designed in order to promote high standards within
the video industry, therefore ensuring that videos and DVD’s are
presented to the audience in a responsible manner. In 1993 these
high standards were also extended to video games.

6. Office for Communication (Ofcom)
◦ OFCOM is a government approved communications regulator
which regulates the TV and Radio, sectors, fixed line telecoms,
mobiles, postal service and wireless device airwaves. OFCOM
oversees the working of broadcasters and telecoms providers,
ensuring that people in the UK get the best from their
communications and operates under the Communications Act
2003 which is a detailed act of parliament spelling out exactly
what OFCOM should do.
◦
◦ OFCOM's main legal duties are to ensure that:
◦ - "A range of high quality television and radio programmes are provided,
appealing to arange of tastes and interests"
◦ - "People are protected from being treated unfairly in television and radio
programmes and from having their privacy invaded
◦ -"People who watch TV or listen to the radio are protected from harmful or
offensive material"

7. Press Complaints Commission (PCC)
The press complaints commission is an independent body which
administrates the system of self regulation for the press, by dealing with
complaints, framed within the terms of the Editors' Code of Practice by
the newspaper and magazine industry which deals with issues of
accuracy and privacy in reporting and how journalists are expected to
behave when gathering news, taking into consideration the editorial
content of newspapers and magazines (and their websites, including
editorial audio-visual material) and the conduct of journalists. Aiming to
protect the rights of individuals whilst also preserving appropriate freedom
of expression for the press, advertising their services in order to reach out
to people who may be in need of the PCC’s help whilst promoting high
standards and offering training and advice to editors and journalists.

8. Advertising Standards Authority
(ASA).
The Advertising Standards Authority (ASA), is the UK's in independent regulator of
advertising across all media. Their role is to act on complaints, ensuring that advertisements
do not lie and make false claims about the product or service being advertised, and
making sure that the advertisements complies with their advertising standards codes, which
specify that:
- "Before distributing a marketing communication for publication, marketers must hold
documentary evidence to prove all claims, weather direct or implied, that are capable of
objective substantiation"
- "No marketing communication should mislead, or be likely to mislead, by inaccuracy,
ambiguity, exaggeration, omission or otherwise"
alongside the CAP the ASA also works with the industry ensuring that their advertisements
are right before being published, once the advertisement is published if a consumer feels
that they are misleading, harmful or offensive they have the right to complain to the ASA,
in which case the ASA will act on this by determine weather or not the advertisement has
breached the advertising standard codes and if this is the case it may result in the authority
telling the company to change or remove the advertisement.
The "Ford SportKa Evil Twin Promotional Advert" received a number of complaints due to
the fact it featured a pigeon being whacked by a car bonnet. As a result this
advertisement was taken of air.

9. Case Study: BBC Jonathon Ross/Russell
Brand Fine 2008
http://www.youtube.com/watch?v=uAxPkcnlyNM
The BBC were fined in 2008 when broadcasters Russell Brand and
Jonathon Ross left a series of messages on the answer phone message
of Andrew Sachs making offensive remarks regarding his granddaughter
on Radio 2. After many complaints to OFCOM (Office of
Communications) and after investigating thy found that not only did this
breach privacy laws and broadcasted confidential information about
Georgina Baillie without their consent but was also gratuitously offensive,
humiliating and demeaning. Ofcom also found that their was very serious
failures of the BBC’s compliance systems including:
- No senior manager at Radio 2 listened to the pre-recorded programme of 18
October 2008 in its entirety before broadcast;
- There was a failure to obtain the informed consent of Andrew Sachs;
- There was no attempt at all to obtain consent from Georgina Baillie as
required by our Code and the BBC’s own Editorial Guidelines;
- And the failure to complete and submit the compliance forms for Russell
Brand before the broadcast on 18 October 2008.

10. As a result Ofcom fined the BBC with a total of £150,000,
-With Ofcom fining the BBC £70,000 for the breaches of Rules 2.1
and 2.3 (generally accepted standards must be applied
programmes & generally accepted standards must be applied
programmes)
- And a £80,000 imposed for the contraventions of Rule 8.1 (the
’standard’ requiring adequate protection for members of the public
from unwarranted infringements of privacy)

11. References……..
http://www.bbfc.co.uk
http://www.pegi.info/en/index/
http://www.ofcom.org.uk
http://www.asa.org.uk