Recently, Amazon’s streaming service, Prime Video, has found itself in hot water with Ofcom, the UK’s media regulator, for the first time. This breach of the code could signal a new era of stricter regulations for on-demand programme services.
The specific breach of the code in question relates to the inclusion of harmful content on Prime Video. A 2022 Filipino movie titled “Pamasahe” was flagged for its depiction of a penniless mother who must resort to using her body to reach her destination. The film was rated 18+ by Prime Video, but a viewer raised concerns about scenes involving a baby during sexual activities between adults.
After receiving a complaint, Ofcom consulted with the British Board of Film Classification, which confirmed that the movie contained a frame that violated the Protection of Children Act 1978. Following this confirmation, Amazon promptly removed the movie from its UK platform. Amazon defended its content detection measures but acknowledged the need for ongoing evaluation and improvement in content policies.
This incident with Prime Video could be a precursor to more stringent regulations for streaming services like Amazon and Netflix under the new Media Bill. The Media Bill grants Ofcom the authority to enforce regulations on streamers regarding harmful content and impartiality, aligning them more closely with traditional broadcasters. Netflix’s policy head has expressed concerns about these regulations potentially hindering their operations.
Ofcom aims to fully regulate streamers like Amazon and Netflix within the next two years, signaling a major shift in the oversight of on-demand services. The passage of the Media Bill represents a significant milestone in bringing streaming platforms under stricter scrutiny and ensuring compliance with established standards.
Amazon Prime Video’s breach of Ofcom’s code highlights the growing need for robust content oversight in the digital streaming landscape. As regulations tighten and enforcement measures strengthen, streaming services must adapt to ensure compliance and uphold responsible content practices.