Published: 09 Jul 2025
New self-rating partnership allows Prime Video to generate BBFC age ratings in-house, extending coverage of trusted ratings on streaming service
The British Board of Film Classification (BBFC) and Prime Video are proud to announce a new self-rating partnership. Following the successful completion of a 12-month pilot, as of 1 July 2025, Prime Video will now generate BBFC age ratings and content advice in-house, fully aligned with the BBFC’s trusted Classification Guidelines. BBFC Guidelines are the result of extensive consultation with thousands of people across the UK and are refreshed every four to five years to ensure they continue to reflect the expectations of UK audiences.
This collaboration marks a major step forward in delivering clarity and protection to UK audiences, beginning with Amazon Originals and Exclusives. With Ofcom’s forthcoming Video on Demand Code and Guidance on the horizon—and growing demand from UK audiences for consistent age ratings across cinema, DVD, Blu-ray, and streaming; this voluntary, best practice partnership reflects a shared commitment: to empower viewers with reliable, transparent age ratings while safeguarding children from potentially harmful content.
To ensure high levels of accuracy are maintained throughout the partnership, the BBFC will continue to audit BBFC age ratings produced in-house by Prime Video. Prime Video will continue to carry BBFC age ratings on content that has been previously classified by the BBFC when available.
Prime Video will continue to carry BBFC age ratings on all licensed content that has been previously classified by the BBFC for release on video or streaming.
David Austin OBE, Chief Executive of the British Board of Film Classification, said: "We’re incredibly proud to announce a new self-rating partnership with Prime Video. UK audiences tell us they value trusted, consistent age ratings - whether they're watching on the big screen or streaming at home. This collaboration empowers families to make informed viewing decisions when watching Prime Video and strengthens our shared commitment to protecting audiences, particularly children, from harmful content. It’s a best practice approach that ensures clear, trusted and recognisable ratings are available wherever and however people watch.”
All BBFC age ratings are based on its published Classification Guidelines, which are updated every 4-5 years and are informed by large-scale research. Its latest consultation, conducted in 2023, involved over 12,000 people, indicated an overwhelming public demand for a consistent age rating system across cinema, physical media, and streaming services, with 81% of respondents in favour. The research also found that 90% of parents/caregivers, 91% of teachers, and 88% of teens aged 16-19 reported they trust BBFC age ratings all or most of the time.
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.
Prime Video is a first-stop entertainment destination offering customers a vast collection of premium programming in one app available across thousands of devices. On Prime Video, customers can customize their viewing experience and find their favourite movies, series, documentaries, and live sports – including Amazon MGM Studios-produced series and movies Red One, Road House, The Lord of the Rings: The Rings of Power, Fallout, Reacher, The Boys, Cross, and The Idea of You; UK produced Originals such as Clarkson’s Farm, The Rig, The Devil’s Hour, The Grand Tour and 007: Road To A Million, licensed fan favourites Nine Perfect Strangers and The Continental: From The World of John Wick; exclusive entertainment such as UEFA Champions League; and programming from partners such as Apple TV+, hayu, Paramount +, discovery+ Premium (incl. TNT Sport) and Crunchyroll via Prime Video add-on subscriptions, as well as more than 700 free ad-supported (FAST) Channels globally. Prime Video is one benefit among many that provides savings, convenience, and entertainment as part of the Prime membership. All customers, regardless of whether they have a Prime membership or not, can rent or buy titles via the Prime Video Store, and can enjoy even more content for free with ads. Customers can also go behind the scenes of their favourite movies and series with exclusive X-Ray access. For more info visit www.amazon.co.uk/primevideo.
