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Opportunities and Organisation of Cross-Border Online Labelling

Opportunities and Organisation of Cross-Border Online Labelling

Online content is used transnationally. Is it possible to adjust analogue age classifications that are restricted to individual countries to the current media reality with the help of big data in order to protect minors?   

In youth media protection, age ratings and age labelling are traditional instruments of protection. However, with regard to online content, visual labels only provide little practical relevance for parents. While this content is distributed digitally and globally, youth protection, with its static age labelling, remains rather "regional” and/or "analogue”. The Hans-Bredow-Institut has worked with researchers and practitioners for many years in order to develop realistic opportunities for more flexible and comprehensive approaches toward classification in digital environments. One of the developed concepts aims at aggregating all existing age ratings regarding one specific content. By using an approach based on big data, a lot of information regarding a possible relevance of youth protection can be offered to parents and to technical (youth) protection programs that are used by them. 

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Project Description

With regard to online content, the relevance of labels for educational initiatives of parents is decreasing. In addition, many media outlets offer dynamic or user-generated contents which impedes static classification or simply makes it impossible. The Hans-Bredow-Institut has worked with researchers and practitioners for many years in order to develop realistic opportunities for more flexible and comprehensive approaches toward classification in digital environments. The objective is to build on the existing broad knowledge of classification and learnt labels.
One of the analysed approaches, the Global Alliance Matrix (GAM), aims to aggregate classifications for content with existing ratings and to unify their significance with the help of context and culture-related algorithms in a way that "culture-neutral” information is provided regarding youth protection relevance. This approach is done by using a big data-based approach. The objectified data basis can then be interpreted by technological protection applications on the parent-side. A prefix ensures that evaluation and filters apply according to the individual education style.
Regarding unlabelled content, the GAM approach is examining possibilities to use instruments on the provider-side, on the user-side, and on the user group-side for labelling which enables a matrix-compatible classification. The goal is to establish a unified language for the description which can be used irrespective of media, device, and location (see MIRACLE).

From 2012 to 2014, Stephan Dreyer was the head of the “Technical Task Force on Interoperability and Machine-Readability” of the “CEO Coalition to Make the Internet a Safer Place for Kids.” The task force discussed possible cross-sectoral and cross-border data models for future standards of electronic age classification.

Project Information

Overview

Duration: 2009-2015

Research programme:
RP3 - Knowledge for the Media Society

Involved persons

Dr. Stephan Dreyer

Third party

Cooperation Partner

Contact person

Dr. Stephan Dreyer
Senior Researcher Media Law & Media Governance

Dr. Stephan Dreyer

Leibniz-Institut für Medienforschung │ Hans-Bredow-Institut (HBI)
Rothenbaumchaussee 36
20148 Hamburg

Tel. +49 (0)40 45 02 17 - 33
Fax +49 (0)40 45 02 17 - 77

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media system and politics • online games • Neue Regulierungsformen • media socialisation and youth media protection • labelling • media use • media socialisation • youth media protection

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