Sex, drugs, rock and roll: Too much for pop videos?

Jessie Ware performs at the Coachella Valley Music And Arts Festival in Indio, California.

Story highlights

  • New age ratings only apply to UK-produced videos -- so raunchy artists such as Miley Cyrus are unaffected
  • British rapper Dizzee Rascal's machete-wielding "Couple of Stacks" video has been rated 18

(CNN)British music artists such as Calvin Harris and Jessie Ware may have to rethink how risque they come across in their online videos.

The British Board of Film Classification (BBFC) and the BPI, which represents the UK music industry, have collaborated with various record labels, Vevo and YouTube, to display age ratings on music videos deemed unsuitable for children.
A government-backed pilot study took place last year for six months, which saw three major UK record companies -- Sony Music UK, Universal Music UK and Warner Music UK -- submit content to the BBFC which were likely to be inappropriate for children under the age of 12.
    The BBFC then issued either a 12, 15 or 18 rating, in line with their classifications, which include drug misuse, dangerous behavior presented as safe, bad language, sexual behavior and nudity, threatening behavior and violence.
    To date, 132 music videos have been submitted by UK labels to the BBFC and only one has been given an 18-rating -- British rapper Dizzee Rascal's murderous, machete-wielding "Couple of Stacks" video. On YouTube, the rating means that the video will not automatically open in the browser, bringing up a "Content Warning" overlay requesting that you sign in and confirm your age. After that, providing you are over 18, you are asked to confirm that you understand the video is "inappropriate for some users."
    Content warning for Dizzee Rascal's "Couple of Stacks" video on YouTube