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The three most visited Internet destinations AOL, MSN and Yahoo adopted the Internet Content Rating Association (ICRA) content labelling system on Tuesday.
The system, which has been launched in North America and is available globally, comes with broad support from children's advocates and the free speech community, according to the ICRA. The free ICRA system allows content providers to identify and label their Web sites using neutral descriptors which will let parents filter Internet content based on their own values. According to the non-profit organisation, AOL, MSN and Yahoo will not be the only adopters of the new set of standards, other more adult related sites such as Playboy.com have also self-labelled their sites.
ICRA says that the new system demonstrates how private companies, particularly technology companies, are teaming up and working toward creating family friendly Web sites, while preserving the rights of free expression.
The programme works by offering content providers an on-line questionnaire to help define and describe the content available on their site. ICRA then generates a content label (a meta tag) that the author adds to the site. Users can then set-up their Internet browser or compatible filtering software to allow or disallow access to Web sites based on the information declared in the label and the subjective preferences of the user.
"We think it's important for every Web property, large and small, to use ICRA's system to help ensure children have safe and age-appropriate experience on-line, and we're pleased to stand behind that commitment by labelling our AOL sites," said Elizabeth Frazee, vice president of public policy for AOL Time Warner. "We commend ICRA for its ongoing efforts and look forward to continuing to work together to strengthen the on-line medium."
Other companies came forward to show support for the news system including Yahoo and MSN who both said they would be delighted to participate in the voluntary ratings network. In fact, according to the ICRA, Microsoft first integrated the ICRA system in Internet Explorer in 1996.
Some of the most compelling evidence of the broad support for the new standard comes from other non-profit groups and activists who traditionally denounce any ratings system that prohibit or infringe upon free speech. Furthermore, the system may also appease civil libertarians who might be concerned that if a voluntary network does not go into place, one may be imposed through legislation, which would be even more difficult to swallow.
In fact, the initiative will launch only days before Congress is preparing to discuss government regulations for content-protection mechanisms, such as the ones under development by the record labels and information technology companies, in consumer electronics devices such as CDs.
"Labelling and filtering of Internet content that is truly voluntary is an approach that empowers parents and respects our fundamental commitment to free expression," said Bob Corn-Revere, noted First Amendment attorney for Hogan and Hartson in Washington, DC.
For more information go to: http://www.icra.org.
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