Ofcom plans to introduce new rules from 19 December that will mean VoD services are formally regulated for the first time. It plans to hand day-to-day control of VoD services to the Association for Television On Demand and the Advertising Standards
Authority. However, under this proposed co-regulation system, Ofcom will have powers to intervene if the system does not work effectively.
The regulator proposes the new regulatory regime would only apply to "TV-like" services, such as those that make programmes available for members of the public to view at a time of their choice. Other services, such as electronic versions of newspapers and unmoderated user-generated content would not be regulated.
The current shareholders of Clearcast asked it to establish a service to offer voluntary compliance advice on VoD ads before they are screened.