The NICAM approach

1er Congreso Internacional Menores en las TIC

1st International Congress “Minors in ICT”

Educando para una Internet más segura

Educating for a safer Internet

Palacio de Congresos – Recinto Ferial Luis Adaro (Gijón)

27 y 28 de octubre de 2009

PREVENTION STRATEGIES: The NICAM approach

Netherlands Institute for the Classification of Audio-visual Media

Wim Bekkers

Logo del ponenteLogo del ponenteWHAT IS NICAM?

Foundation started operations in 2000 Unites all public service and private television

channels 3 National PSB channels 10 National private channels The regional and local TV channels Plus the film-, DVD-, game sectors and mobile phone

operators

Logo del ponenteLogo del ponenteNICAM background

Agreement between Dutch government and audio-visual media with the aim of protecting children from harmful content (in line with EC Directive TVWF)

Legal basis in Media act, official recognition in 2001 Government is ‘delegating’ responsibility to the

media Media responsible to set up uniform system of

content classification To inform consumers – parents – in a uniform and

recognisable way Form of co-regulation (50/50 budget sharing)

Logo del ponenteLogo del ponenteNICAM SYSTEMS

For Television, film, DVD: One national uniform classification and information

system Kijkwijzer: ‘watch wiser’/’viewing guide’ Click www.kijkwijzer.nl


One uniform set of criteria for classification based on empirical research; academic experts committee

The classification system is an extensive questionnaire, that is online available: see www.kijkwijzer.nl for all details (in English language)

The classification of audio-visual products is the work and responsibility of coders (self coding)

Coders are employees of the associated TV stations and distributors


For games in the Netherlands and Europe: One European uniform classification and information

system PEGI and PEGI Online Pan-European Game Information PEGI was derived from the Kijkwijzer/NICAM system

Logo del ponenteLogo del ponente

PROJECT Buro 240a

Goal is to improve law enforcement Art. 240a Penal Law

Art. 240a prohibits access to cinema’s and selling of games, DVDs to under aged children

Training/instruction all relevant personel in cinema’s, shops, libraries with help of e-learning system: launch today

Measures for online selling April 2009 – April 2012 On request and financed by the government


PROJECTMediaSm@rties

3 Year pilot project On request and financed by the government September 2009 – September 2012 Under construction

Logo del ponenteLogo del ponenteDefinition

A ‘suitability’ information system, providing positive recommendations for audiovisual productions that will be used as a tool for the media development for children (1.5 – 12 years)

mediasm@rties

Logo del ponenteLogo del ponenteSome features

• Service available via website and database• For parents, educators and children• Tool for education• Providing multimedia offerings

mediasm@rties

Logo del ponenteLogo del ponentepilot 2010

• Start pilot 2010: Children in the age category 1.5 – 6 years old

mediasm@rties

Logo del ponenteLogo del ponenteFirst activities

• The development of user profiles• The inventory, cataloging and reviewing of

products• Building of the website

mediasm@rties

Logo del ponenteLogo del ponenteUser Profiles

• The development of the child's profiles ( 0- 12 years) in different phases of age. According to aspects as:

1. Language development2. Socio-emotional

3. Cognitive 4. Locomotion5. Media usage

mediasm@rties

Logo del ponenteLogo del ponenteProducts

• Television• Websites• DVD• Cinema movies• Games• Mobile• Audio books• Cd’s• Merchandising related to TV• Theater and events related to TV

mediasm@rties


Criteria for evaluating products(this is the starting point which is still developing and

expanding)

mediasm@rties

•Comprehensibility•Connecting to the children’s world•Provision of appropriate role models•Provide entertainment•Provide information•Stimulate reflection•To calm the children

Logo del ponenteLogo del ponenteWebsite

•

mediasm@rties

Jasmine 3 jaar en 2 maanden

Cd + boek met liedjes €9,50 te koop bij alle boekwinkels en luxere detailhandels.

Musical van K3, vrijdag, zaterdag en zondag. Heineken musical hal, Amsterdam. Kaarten verkrijgbaar via ticketshop.nl

Tv: Bob de bouwer. Elke dag van 18:00 tot 18:30 op Nederland 3.

Film: woensdagmiddag van 16:00 tot 17:15 uur op Disney channel Mickey Mouse en het avontuur. (Nederlands gesproken)

Mediamatch op maat week 42

Theekransje:klik hier om je mening en ervaring te delen met andere ouders.


• In use since April 2003• Initiated by the game industry itself• Goal: informing consumers about the age suitability of

interactive software• By doing so PEGI is aiming to assist parents/educators in

making sensible buying decisions. • Replaced national age rating systems (such as ELSPA in the

UK)

Pan European Game Information


• Voluntary system, but in practice the majority of games carries a PEGI rating

• Supported by Sony, Microsoft, and Nintendo• PEGI: “controlled self regulation” • At a European level (main exception: Germany)• Greatly supported by the EC

Background


Who is running the system?


Age rating:

Content Descriptor:

PEGI: rating info in 2 parts:


How does it work?

• Registered PEGI coders • Secured rating website• Coder fills out an extensive questionnaire, online• This deals with several topics, among which e.g. bad

language, violence, and sex • All games are examined before release by VSC and NICAM• PEGI license is supplied to publisher


Pre-screening of all games

• Work division between NICAM and VSC:

NICAM: all 3 and 7 ratings

VSC: all 12 /16 /18 ratings




Hearing from the consumer…

• Questions, comments, complaints • +/- 850 per year • Submitted via online form at www.pegi.info• Can lead to game examination and rating change• All receive a language specific answer!

This can lead to some strange things…



Number of…

…publishers applying PEGI

>460


Number of…

…coders working on PEGI

+/-800


Number of…

…ratings supplied by PEGI

>13000


48%

10%

25%

13%

4%


PEGI GOES ONLINE!

• An addition to ‘PEGI Classic’• Labelling system for game related websites• Offering a seal of approval for websites that

comply with the PEGI Online Safety Code


How does it work?

• 1-year license • To companies that comply with PEGI Online

Safety Code• PO label hyperlinks to informative website:

www.pegionline.eu



What does a PO label mean?On a website with a PO label, safety measures are in place to minimize the risks of online gaming for minors, e.g.:

- Age rated game content only- Appropriate reporting mechanisms- Coherent privacy policy- Responsible advertisement policy


Indicator for online consumption

27961372555333761494Total

59360 86%

96 60%

198 59%

6220%

17713%

On line %

2203771593353141317Off line

TotalPEGI rating

Period: September 2008 – September 2009


Consumption of online casual games

Recent Dutch study concludes that almost 100% of Dutch children play online casual games

These are simple games, no interaction with other players


Online games as new socialization environments

WoW, Guild Wars, City of Heroes etc.

These games offer large online communities and gameplay at the same time, which result in specific risks as user generated content, chat, communication


Aspects analysed by the POSC code

-Is the website subject to a Code of Conduct?-Is a complaints procedure in place?-Does the website have a privacy policy in place?-Are the games available rated by an established

Europen rating system (PEGI, USK)?-Is all advertising consistent with the age

requirements of the PEGI/USK rating systems?


Challenges regarding PEGI Online

-Number of signatories-But: big companies do have signed up, so biggest

marketshare is covered-See www.pegionline.eu for the full list

NICAM is now strengthening its PEGI Online team!

Education

The NICAM approach