Amazon Prime Video has found itself in hot water with UK media regulator Ofcom for the first time ever. This breach of Ofcom’s code may signal a trend that could potentially become more common under the new Media Bill that recently passed. The violation in question pertains to the prohibition of harmful content on on-demand programme services (ODPS), as outlined in the code.
The Controversial Film
The specific incident that led to Amazon’s transgression involves a 2022 Filipino movie titled Pamasahe, which was made available on Prime Video several months ago. The film follows the story of a destitute mother on a journey to reunite with her husband in Manila, where she is forced to “use her body to get to her destination,” according to the synopsis. A viewer filed a complaint with Ofcom regarding the film, expressing concerns about the inclusion of a baby in scenes depicting sexual activity among adults.
Failure to Respond
Despite the viewer reaching out to Amazon to address their complaint, the company failed to provide a response. Subsequent attempts to resolve the issue over the phone also proved unsuccessful. Frustrated by the lack of satisfactory communication from Amazon, the viewer escalated the matter to Ofcom for further investigation.
In the process of assessing the complaint, Ofcom sought guidance from the British Board of Film Classification (BBFC). The BBFC’s analysis concluded that a particular sequence in the film violated the Protection of Children Act 1978 by depicting a child in the same frame as sexual activity. Upon receiving this feedback, Amazon promptly removed Pamasahe from its platform in the UK.
Amazon’s Response
Amazon defended its content monitoring measures, claiming that they are robust, comprehensive, and effective. The company highlighted its track record of over a decade in content distribution under Ofcom’s supervision without prior investigations. However, Amazon acknowledged the complexity of content policies and committed to continuous evaluation and potential enhancements.
With the passage of the Media Bill, which occurred just before the UK general election, regulatory oversight of ODPS and harmful content is set to become more stringent. The Media Bill empowers Ofcom to align streaming platforms like Amazon Prime Video and Netflix with broadcast regulations on aspects such as impartiality and harmful content. Netflix’s policy advisor has cautioned that this regulatory shift could pose implementation challenges or lead to unintended consequences.
Future Compliance Expectations
Ofcom’s projected timeline indicates a comprehensive regulatory integration for streaming services within the next two years. This timeline underscores the growing scrutiny and accountability facing platforms like Amazon Prime Video and Netflix in the realm of content governance. As the landscape of digital media regulation evolves, the pressure to ensure compliance with established standards will only intensify.
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