Audience Research
Research into how audiences are grouped and targeted
Film classification
BBFC - this information is from the BBFC website. This website's aim is to help children and families choose well by providing them with the guidance they need to help them choose what’s right for them and avoid what’s not.
https://www.bbfc.co.uk/rating/u
U
A U film should be suitable for audiences aged four years and over, although it is impossible to predict
what might upset any particular child.
U films should be set within a positive framework and should offer reassuring counterbalances to any violence, threat, or horror. If a work is particularly suitable for pre-school children, this will be indicated in the Ratings Info.
Dangerous behaviour
Potentially dangerous or anti-social behaviour that young children may copy must be clearly disapproved of. No emphasis on realistic or easily accessible weapons.
Discrimination
Discriminatory language or behaviour is unlikely to be acceptable unless clearly disapproved of
Drugs
References to illegal drugs or drug misuse must be infrequent and innocuous or have a clear educational purpose or anti-drug message suitable for young children.
Language
Infrequent use only of very mild bad language.
Nudity
Occasional nudity, with no sexual context.
Sex
Occasional nudity, with no sexual context.
Threat and horror
Scary or potentially unsettling sequences should be mild, brief, and unlikely to cause undue anxiety to young children. The outcome should be reassuring.
Violence
Violence will generally be very mild. Mild violence may be acceptable if it is justified by context (for example, comedic, animated, wholly unrealistic).
12/12A
Films classified 12A and video works classified 12 contain material that is not generally suitable for children aged under 12. No one younger than 12 may see a 12A film in a cinema unless accompanied by an adult. Adults planning to take a child under 12 to view a 12A film should consider whether the film is suitable for that child. To help them decide, we recommend that they check the Ratings Info for that film in advance. No one younger than 12 may rent or buy a 12 rated video work.
Dangerous behaviour
No promotion of potentially dangerous behaviour which children are likely to copy. No glamorisation of realistic or easily accessible weapons such as knives. No endorsement of anti-social behaviour.
Discrimination
Discriminatory language or behaviour must not be endorsed by the work as a whole. Aggressive discriminatory language or behaviour is unlikely to be acceptable unless clearly condemned.
Drugs
Misuse of drugs must be infrequent and should not be glamorised or given detailed instruction.
Language
There may be moderate bad language. Strong language may be permitted, depending on how it is used, who is using the language, its frequency within the work as a whole and any special contextual justification.
Nudity
There may be nudity, but in a sexual context, it must be brief and discreet.
Sex
Sexual activity may be briefly and discreetly portrayed. Moderate sex references are permitted, but frequent crude references are unlikely to be acceptable.
Threat and horror
There may be moderate physical and psychological threats and horror sequences. Although some scenes may be disturbing, the overall tone should not be. Horror sequences should not be frequent or sustained.
Violence
There may be moderate violence but it should not dwell on detail. There should be no emphasis on injuries or blood, but occasional gory moments may be permitted if justified by the context.
18
Dangerous behaviour
Dangerous behaviour (for example, suicide, self-harming, and asphyxiation) should not dwell on detail that could be copied. Whether the depiction of easily accessible weapons is acceptable will depend on factors such as realism, context, and setting.
Discrimination
The work as a whole must not endorse discriminatory language or behaviour, although there may be racist, homophobic or other discriminatory themes and language.
Drugs
Drug taking may be shown but the work as a whole must not promote or encourage drug misuse (for example, through detailed instruction). The misuse of easily accessible and highly dangerous substances (for example, aerosols or solvents) is unlikely to be acceptable.
Language
There may be strong language. Very strong language may be permitted, depending on how it is used, who is using the language, its frequency within the work as a whole, and any special contextual justification.
Nudity
There are no constraints on nudity in a non-sexual or educational context. Sexual nudity may be permitted but strong detail is likely to be brief or presented in a comic context.
Sex
Sexual activity may be portrayed, but usually without strong detail. There may be strong verbal references to sexual behaviour. Repeated very strong references, particularly those using pornographic language, are unlikely to be acceptable. Works whose primary purpose is sexual arousal are unacceptable.
Sexual Violence and sexual threat
There may be strong verbal references to sexual violence but any depiction of the stronger forms of sexual violence, including rape, must not be detailed or prolonged. A strong and sustained focus on the sexual threat is unacceptable.
Threat and horror
There may be strong threats and horror. A sustained focus on the sadistic threat is unlikely to be acceptable.
Violence
Violence may be strong but should not dwell on the infliction of pain or injury. The strongest gory images are unlikely to be acceptable. Strong sadistic violence is also unlikely to be acceptable.
Exceptions are most likely in the following areas:
where the material is in breach of the criminal law or has been created through the commission of a criminal offence
where material or treatment appears to us to risk harm to individuals or, through their behaviour, to society. For example, the detailed portrayal of violent or dangerous acts, or of illegal drug use, which may cause harm to public health or morals. This may include portrayals of sadistic violence, rape, or other non-consensual sexually violent behaviour which make this violence look appealing; reinforce the suggestion that victims enjoy rape or other non-consensual sexually violent behaviour; or which invite viewer complicity in rape, other non-consensual sexually violent behaviour or other harmful violent activities
where there are more explicit images of sexual activity in the context of sex work. In the case of video works, which may be more accessible to younger viewers, intervention may be more frequent than for cinema films.
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