Ofcom has officially handed responsibility for the regulation of editorial content of video-on-demand services to the Association for Television on Demand.
This means ATVOD will handle all complaints relating to on-demand editorial content in the UK.
Ofcom first designated ATVOD as co-regulator for on-demand editorial content in March.
Last month the independent regulator revealed it would jointly regulate the VOD ad market with the Advertising Standards Authority once new codes from the Committee of Advertising Practice come into effect this month (nma.co.uk 2 August 2010).
Ofcom first addressed the issue of who should regulate VOD services last year when it proposed catch-up services like the BBC iPlayer should be regulated by ATVOD, while the ASA should handle the ad side (nma.co.uk 14 September 2009).
This means any complaints lodged against either advertising or editorial content of VOD services will go directly to the ASA and ATVOD respectively, with Ofcom overseeing both.