There has been pressure from campaigners in the UK for music videos to be assigned age ratings, to ensure The Kids are protected from raunchy Rihanna clips (among others). Vevo CEO Rio Caraeff has come out against the idea if it’s a mandatory system, though. “I don’t think it’s necessary and I hope it doesn’t come to that,” he tells the BBC. “It would just create a significant burden for the user, for the artist and the service provider. People would consume less music, discover less content and watch less videos which is ultimately bad for revenue, commerce and royalties for artists. It’d be bad for business.” Instead, Caraeff would like any age verification system to be created by the music industry rather than government. He also suggests that parents should be policing what their children watch online. “There’s a lot worse out there on the internet than what’s coming through music videos…”

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