In the current digital landscape, protecting younger audiences is no longer just a best practice, it is increasingly subject to regulation in some jurisdictions across the globe. From the UK’s Online Safety Act (OSA), the EU’s Digital Services Act (DSA), Brazil's Digital Child and Adolescent Statute (Digital ECA), to emerging state-level age-verification laws in the United States, the regulatory tide is shifting toward age assurance and proactive content filtering.
This article provides an overview of how these global trends may affect your responsibilities as an OTT seller on Vimeo. This overview does not constitute legal advice. Obligations may vary depending on factors such as jurisdiction, service type, audience, implementation, and distribution method, so you should evaluate your specific circumstances carefully.
Understanding the Regulatory Landscape
Regulators are increasingly holding digital service providers and content owners accountable for the safety of minors. While specific requirements vary by region, most modern safety laws and platform frameworks often focus on several core themes, including:
Age Assurance: Moving beyond simple "checkbox" self-declaration may include more robust methods of verifying a user’s age.
Safety by Design: Considering protective privacy and security settings for minors by default.
Content Appropriateness: Restricting mature or prohibited content from younger audiences where required.
For example, Brazil has implemented a comprehensive digital safety framework. Depending on the service and use case, providers may need to consider measures such as:
Age-based content filtering or access controls.
Use of "Age Signals" (APIs) from platforms like Apple and Google to identify minor users.
Restrictions on specific features for minors.
Reporting obligations involving serious safety violations.
Platform Mechanics: Apple & Google
Major app stores play an important role in how developers and content owners operationalize age-based experiences, and their ratings systems are commonly used to help reflect content suitability across regions.
Apple App Store Age Ratings
Apple utilizes a mandatory content questionnaire in App Store Connect. The final rating is determined by the frequency and intensity of mature themes, violence, and user interaction. Apple is increasingly integrating with regional "Age Signals" to help developers automatically restrict mature content based on the user's verified platform age.
Google Play Store Ratings
Google utilizes the International Age Rating Coalition (IARC) system, which generates a global rating displayed using local standards (e.g., ClassInd in Brazil, ESRB in North America). Google may treat unrated apps as "High Maturity" by default, potentially making them invisible to users with active parental controls. In addition to ensuring that your content is rated accurately, you should review and accurately disclose features like location sharing, user-to-user interaction, and in-app purchases.
Your Continuous Obligation
You are responsible for understanding and managing your compliance obligations. As the channel owner, you are best positioned to know when your content or features change. Vimeo cannot determine your ratings, or determine how a law might affect your channel, content, or apps.
If your offerings evolve, you are expected to:
Re-assess and reevaluate your offerings against platform and regional rating criteria.
Ensure every video in your library has an assigned rating, specifying locations where necessary.
Ensure trailers and free-to-view content remain suitable for a general audience.
For more information, please refer directly to the Apple App Store Guidance and Google Play Store Content Ratings Reference.