VOD was previously regulated by Ofcom until its delegation of the service in March this year.
ATVOD will ensure VOD services adhere to the European Audio Visual Media Services.
This includes meeting criteria such as not featuring editorial content that incites racist, sexist or religious hatred, or that it does not “impair the physical, mental or moral development of under eighteens.”
Advertising content on VOD services will be regulated by the Advertising Standard Authority.
This new responsibility adds to the growing list of ASA duties. From March 2011 the organisation will regulate marketing messages on companies’ websites and social media.