Ofcom’s common content labelling system � nuts?

All the press (eg, the FT) are reporting that Ofcom are considering a common content labelling system for all types of media content. For the actual details of Ofcom�s proposal (contained within its recent media literacy statement) click here. Check out paragraphs 79-86, although it looks as if some portions of the text are missing.

While I do not oppose further study of the issue of common labelling schemes, it seems like a bad idea to me. Maybe not a bad idea, but at least a waste of resources compared to other items on Ofcom�s agenda this year. Besides, everyone I know just uses Rotten Tomatoes.

It seems like metaphorical thinking (convergence / singularism) is getting the better of Ofcom in this instance. Different schemes�or no scheme at all in some cases�for different goods and services seems appropriate. There are also severe scope and implementation problems to come anywhere close to calling it a �common� system. Many websites for example, won�t likely sign-up for any labelling scheme. And what about P2P content? Content from other jurisdictions?

Eliminating consumer confusion is a laudable goal. But a regulator can err in several ways here, such as by: (i) expending too many resources for a very small reduction in consumer confusion; or (ii) causing even more confusion than previously existed.

Food labelling might be an interesting comparison. I�ve never understood why every food item I buy in the UK says it may contain nuts!

BTW: Big-up to Matt Peacock and others within Ofcom for the recent improvements to the Ofcom website. The search engine is working particularly well and now subcategorises search results.

Comments? Write to: blog@ofcomwatch.co.uk