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Jamelia fronts online music campaign

CAMPAIGN: Jamelia

SINGER JAMELIA is backing an initiative that will help parents monitor lyrical content available through online services.

The R‘n’B star, who hit number two in the charts with her 2004 hit Thank You, is fronting the British Recorded Music Industry’s (BPI) Parental Advisory Scheme, which will give parents the opportunity to manage the type of videos and songs their children watch and listen to online. It will also ensure that explicit content carries the necessary logos.

The parental advisory logo, which has been used on CDs and DVDs for many years as a warning for explicit content, was rolled out across online retailers and music video services earlier this week to meet the demands of the digital age.

With the increase of online music services, the mother-of-two commented: "As a parent, naturally I worry about whether my kids are viewing and listening to appropriate content when they’re online, but without some form of guidance it can be almost impossible to stay on top of what’s suitable and what’s not.

Jamelia told ITV1’s Daybreak breakfast show that it was important to safeguard children when downloading music: “ I definitely feel we need something like this to protect our children and to be apart of that process.”

Retailers that have signed up to the scheme include, iTunes, Tesco, Amazon, Napstar and Vevo with others set to join early in the year.

BPI Chief Executive, Geoff Taylor, commented: "We know that the parental advisory logo on CDs and DVDs has been a useful tool for parents, offering them a simple means of identifying music content that may not be suitable for their children.

"We believe that parents need the same guidance when their children are downloading or streaming songs or videos online, so we have extended the logo to digital music services.

"Our new website, www.parental-advisory.co.uk gives parents the details they need."

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