The British Board of Film Classification (BBFC) has launched a pilot of CLEARD, a new AI compliance solution developed by BBFC Technology, to generate localised age ratings for digital content distributed across global platforms.
Designed to meet the demands of streaming and Video-on-Demand (VoD) services to age rate at scale, CLEARD streamlines the age classification process. Using metadata derived from a single expert viewing of the content, CLEARD can go on to produce accurate age ratings for multiple countries—quickly and efficiently; streamlining local compliance and accelerating global digital distribution.
According to BBFC research, 81% of the UK public support consistent age ratings across cinema, home entertainment, and streaming platforms. And, with content consumption at an all-time high across a growing number of platforms and devices, our role in helping audiences make informed viewing choices is more vital than ever.
As the UK’s independent regulator for film and video content, audience protection, trust and transparency remain central to our mission. The introduction of CLEARD marks an important step in exploring how AI can support and enhance that mission in an increasingly digital landscape. CLEARD enables audiences to see familiar, country-specific age ratings on VoD and streaming services, supporting informed and confident viewing decisions.
This innovative technology allows the BBFC to offer, through the pilot, a trusted, scalable service to global content providers—ensuring global compliance is met by national standards.
The BBFC pilot of CLEARD will continue for the remainder of 2025.
BBFC CEO, David Austin OBE said: “I am delighted the BBFC is piloting CLEARD. Developed by BBFC Technology Ltd, CLEARD empowers global content owners, distributors, and regulators to deliver content confidently across borders, with trusted, localised age ratings. The pilot will help digital content to reach wider audiences without compromising on local standards and trust. It is our ambition that, with this AI solution, more global streaming services will adopt BBFC age ratings in the UK and, in the process of doing so, other established rating systems worldwide.”
CLEARD generates age ratings for use via digital video distribution only, this includes Video on Demand (VoD) and streaming services.
Every age rating generated by CLEARD is fully compliant with local legal frameworks. If formal approval with a regulator or government body is needed in a country, CLEARD will only offer local ratings once approval has been granted.
Developed by BBFC Technology Ltd, CLEARD is an AI tool delivering fully localised age ratings for multiple countries—from one expert viewing. Built in collaboration with international partners, CLEARD is designed to meet the demands of global digital content distribution. CLEARD streamlines compliance, reduces delays, and ensures content reaches audiences quickly, responsibly, and in line with local standards.
For industry:
For more information or to request a demo, please contact: info@cleard.org
For press:
For press enquiries, please contact: press@cleard.org
BBFC Technology Ltd creates cutting-edge compliance solutions for content distributors and regulators. Backed by over a century of classification expertise, BBFC Technology combines regulatory insight with AI innovation to help digital content distributors navigate local age rating requirements with speed, accuracy, and confidence.
The British Board of Film Classification (BBFC) is the independent film and video regulator for the UK. Through widely recognised and trusted age ratings and content advice, the BBFC works to protect children and vulnerable adults from potentially harmful content and to empower audiences to make informed viewing decisions. All BBFC classification decisions are based on our Classification Guidelines, which are updated every four to five years to ensure our standards continue to reflect the expectations and values of people across the UK. Please visit bbfc.co.uk for further information.
For press:
Please contact our press team on +44 (0) 7946 423719 or press@bbfc.co.uk
Further information and press assets can also be found on the BBFC Media Centre.
