Published: 3rd June 2024

BBFC announces Chief Technology and Product Officer

Paul Dale joins the British Board of Film Classification to lead on AI strategy

The British Board of Film Classification (BBFC) has today announced the appointment of Paul Dale as its Chief Technology and Product Officer.

Paul will join the BBFC’s Executive Leadership Team and will lead the organisation's AI Product and Development Team, playing a crucial role in delivering the BBFC’s AI projects.

Paul began working with the BBFC as a consultant in September 2023 and brings with him a wealth of international experience having delivered innovative technology projects in over 40 countries, including Germany, USA, Australia, Malaysia and across Southeast Asia. 

Paul previously held board and leadership roles at BBC, ITV, Astro (Malaysia), Dentsu International, ProSiebenSat1, YouView, and Freesat. Paul was also a member of Microsoft's Global AI, Data, and Analytics Advisory Board, the Digital Television Group and the Asia-Pacific Broadcasting Union.

Chief Executive, David Austin OBE said, “I am delighted to welcome Paul onto the BBFC Executive Leadership Team. He has a proven track record of pioneering and implementing technology solutions on a global scale. 

“Paul will deliver on our AI strategy, bringing together Machine Learning and Generative AI, combining these with the experience, values and expertise of our Compliance Team, who will always remain at the heart of what we do. I, along with everyone at the BBFC, look forward to this next chapter.” 

Chief Technology and Product Officer, Paul Dale said, “Joining the BBFC is a huge privilege, particularly at this time as we bring our AI products to market in partnership with our peers, content creators and providers around the world.

“This is an exciting time for us as an organisation as we break into the rapidly changing AI space and improve the presence of trusted and locally recognised age ratings, so international audiences can have the best possible viewing experiences.”

Notes for Editors

The latest findings set the foundation for the BBFC’s age rating decisions over the next four to five years, with the people of the UK directly shaping the future of classification for films, programmes and other content released on DVD and Blu-ray and on streaming services. 

For more information, please get in touch with Georgia Morian on +44 (0) 7946 423719 or Further information and press assets can also be found on the Media Centre.

About the BBFC’s AI projects

Building on its significant and long-standing classification expertise, the BBFC's AI solutions are designed to improve the end-to-end human viewing process. In June 2023, the organisation announced the first phase of its development project to explore the power of AI solutions in content classification. This AI technology aims to help the industry adjust to the changing ways audiences now view content whilst also enhancing efficiencies in the end-to-end human viewing process. 

Any income generated from licensing these solutions to third parties will be reinvested back into the BBFC, in line with the overarching goal of significantly reducing classification costs for customers. This forms part of the organisation’s ongoing efforts to support the film and entertainment industry. 

Over the coming months, the BBFC’s AI Product and Development Team will be at the following tradeshows and exhibitions: 

  • IBC – 13-16 September 2024, Amsterdam

  • ICC – 19-20 September 2024, London 

  • MIPCOM – 20-24 October 2024, Cannes

If you are interested in meeting a member of the team, please contact 

About the BBFC
The BBFC is independent and not-for-profit, and here to help everyone in the UK – especially children and families – choose age-appropriate films, videos and websites, wherever and however they watch or use them. Now, as well as classifying films released in UK cinemas and on DVD and Blu-ray, it’s providing age ratings for Video On Demand and music videos online, and helping Mobile Network Operators set parental controls at the right level. Please visit for further information.

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