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Introducing Content Ratings for Videos [SFW]

Paul Simoneschi
January 30, 2013 by Paul Simoneschi Alum

As the home for exceptional original videos and the people who make them, we have an unflinching belief in the integrity of visual storytelling, including — in some cases — material that may make some viewers uncomfortable. But the truth is that one cannot ignore the naked, the violent, and the swearing when striving to capture the breadth of the human condition. Uncomfortable subjects, even discomfort itself, are essential components of our shared experience, and artists need the freedom to express them.

TL;DR: There are sometimes boobs, blood, and curse words on Vimeo. And other stuff.

Though often essential to artistic expression, so-called “mature content” can be decidedly less essential for certain audiences, such as children, office workers with their computer speakers turned up too loud, and people who’d rather not encounter particular things. To make sure Vimeo remains accessible to all audiences, we’re introducing content ratings, which let viewers know what’s in the video they’re about to watch. All videos on Vimeo will now have a little badge next to their title: “All Audiences,” “Mature,” or “Not Yet Rated.”

This means we’ll ask creators to tell us if there’s nudity, violence, or illegal substances (e.g., plutonium) in their videos, which can still be uploaded to Vimeo as long as they comply with our Guidelines. For those who never upload videos with mature content, it’s easy to mark everything as appropriate for all audiences in your global video settings.

Ratings are just the first step along a path that will make Vimeo more accessible to all audiences. The eventual goal of this project is to create a system that enables viewers to filter out mature content, or opt to see only videos that have been intended for all audiences.

Vimeo will always be the place to find an audience for your original creative work, but sometimes it means giving people a heads up if a face is going to explode or if someone is going to take their jean shorts off. Check out our FAQ for more information.

132 Comments

Justin Fredrick Clark Plus

this sounds cool, is there a way to filter out mature content from search results or vimeo suggestions?

Todd Smaretsky Plus

That would be a great help : ) hard to search without something popping up. Love vimeo - keep up the great work.

Sam Welker Plus

I'm glad this is in place. Please let us keep mature content out of the Feed and out of the discover tab. I hate having those videos of Nudity pop up. I really hope I don't have to deal with that anymore. It makes it hard to keep using Vimeo especially with my family around. 7 year olds don't need to be exposed to that.

Shade Tree Films

Fully agree! Is there a way to block adult content from showing up in your feed??? I dont go looking for films with this type of content, but 1 out of 8 films that show up in my feed, have a thumbnail with nudity.

Matt Schwarz Staff

Integrating this into your full Vimeo experience is something we're still working on. Stay tuned!

Sam Welker Plus

I have the same problem. Matt, thanks for the comment. I look forward to the integration. Sooner is better ;)

I love me some good vimeo but I hate adult content.

PasBeteLeNet PRO

I agree. Mature content should be found only if clearly requested in the profile, otherwise, it should not pop up.
Also, something to flag mature content that hasn't been flagged by its author should be enable.

Matt Schwarz Staff

Hi Frederic,

You can flag a video for having an incorrect rating using the Flag feature on any video's page. Also when it is ready, you'll be able to choose whether or not you want to see Mature content on the site.

John Lumgair

On the discover tab is seems to be getting worse, which is a shame as Vimeo is such a great platform! To flag a video you have to click on the link, but the explicit stuff is obvious from the thumbnail. Would it be possible in the "discover tab" to add a flag button on the side of each video so there is no need to click through to flag it?

Also when I upload videos to Vimeo films are automatically "unrated" most humans are lazy, and won't do anything extra without an incentive. I wonder if it would be better if we were forced to make a decision in the uploading stage, making it impossible to have "unrated".

There will be borderline cases, but for people who blatantly break the rules they should have accounts suspended.This stuff is ruining the best video site.

Thanks for working hard on this it's not an easy problem to solve

Shade Tree Films

Its the thumbnails with nudity poping up that I am concerned with. Its frustrating in the home and in the office. There needs to be some sort of filtering system for thumbnail content.

Christopher Francis Plus

agreed! I think the thumbnails is the biggest issue. I love Vimeo, but hate that my vimeo homepage is often filled with pornography (and is the #1 reason why I avoid my own homepage)

Thanks Vimeo for taking steps in the right direction.

Michael Ahlers

If only we could all behave like mature, rational adults when it comes to boobs and curses. The reality is: nudity and words are harmless. Sadly, our society conditions some people to take injury when they see a nipple or hear certain words. I feel sorry for them. It must take a lot of energy to get offended and feel hurt over things that are so insignificant. I also feel sorry for women who have been taught that natural parts of their bodies are considered detrimental to the well-being of others.

Sam Morrill Staff

To each his own I suppose. Like you, I'm pretty hard to offend, but we should also respect the fact that not everyone shares our values. Mature content will continue to exist on Vimeo and thrive based on its own merits like any other content on Vimeo. We're just making it easier for creators to show that sort of work to their intended audience without showing it to those for whom it was not created.

karl nilsson

Vimeo's not limiting what can and can't be posted, just giving people the chance know what they're about to see ahead of time. How is that conditioning us to hate nipples?

Michael Ahlers

Karl, I didn't say Vimeo was. In fact, I applaud their determination to protect content and allow it to be judged on its own merits rather than arbitrary rules. What I'm reacting to, and decrying, is a prevailing attitude in our society that exposure to these things is somehow damaging. People are taught to be offended by certain material, and I think taking injury requires effort and exerting that effort suggests emotional immaturity. In other words, I wish our society would change to stop encouraging behaviors that require services like Vimeo to implement mechanisms like this in the first place.

Sven Ollino

Great comment, I agree.
The problem is psychological and it is not natural. It is a personal and social dis-ease. We are so afraid of being different, afraid of not fitting in, afraid of external authority.
I do not support people restricting and bonding themselves as long as they affect the well-being of the Whole.
I am confident those illnesses will be overcome some day.
BTW: Isn't the word 'explicit' more on point than 'mature'?

Matt Schwarz Staff

We thought "explicit" was too negative a term. It also translates to different languages oddly and can mean different things. We think "mature" doesn't come across as harsh but still conveys the caution of viewing a video marked as such.

[Si]dragon, I hear your argument and concerns, and can sympathize with them. However this isn't the forum for debating whether or not Vimeo "should have to" implement this feature. We're doing this to help our community better enjoy the content they create. I hope that makes sense and let's leave it at that.

Paul Slemmer

Unless (and even if) video filtering can be accomplished from the client side, mature videos should not be accessible to users not logged in and over appropriate age limitations. Vimeo, as is appreciated, is accepted by most web filters, but hosts content far past most filtering standards. It is a tool that should be accessible to audiences protected by web filters, but currently provides these audiences access to mature content without the accountability of a login.

I understand that mature content has existed previously, unmarked. However, if this function is not added I will not continue to fund and participate in a community that facilitates the distribution of admittedly mature content to young or guest audiences.

Matt Schwarz Staff

Hi Paul,

The Vimeo community does not deliberately "distribute mature content" to users who do not want to see it. We realize that some mature content makes its way into the eyes of users who may not want to, or be allowed to view it, which is why we are releasing this feature. This first iteration will allow users to see a rating and decide whether or not it's something they'd like to view.

Further iterations of this will include search filtering, and possibly a logged in vs. logged out experience. We ask for your patience while we try and implement this correctly so that our community gets the best experience possible.

Paul Slemmer

Thank you Matt! I appreciate your efforts and understand the need to release such features with varying iterations. You have my patience if and while the issue is being resolved.

I don't mean to come across angry. I'm passionate about this being a safe place for the video community to thrive, and I'm glad that well thought out features like the one described in this post defend that possibility. I don't believe Vimeo or it's community is deliberate in it's distribution of content, (eg, staff picks and categories exclude mature videos) but gaps like the one I present make such such unwanted or inappropriate views very possible.

Matt Schwarz Staff

Thanks Paul, we appreciate it! We're always glad to hear from, and respond to passionate users, especially when it comes to preserving Vimeo's community.

Jernej Burkeljca

Interestingly I don't recall seeing any nudity on Vimeo in years...what do you people subscribe to for that to be a problem?

Kelly Kend PRO

I never see it in my Feed, but it's often in the Discover tab.

Rusty Earl Plus

Thank you for doing this. I appreciate the option for self filtering.

Kevin Mosley Plus

I don't need it, but I feel you that others might be more comfortable with it. As long as we continue to keep the same guidelines I won't be upset.

Matt Schwarz Staff

Guidelines won't be changing here. We're just making sure that videos that abide by our guidelines, yet contain material that are not ideal for all viewers, are clearly marked.

HungryEye Plus

As one who is a creator of "mature content" I appreciate this addition.
I recognise that there are times and places for my work, and that not everyone wants to see nudes in their feed.
Another step in keeping Vimeo the premier service for video sharing.

Thanks!

Instant Karma

Fantastic!

I am now MATURE!

Maybe for the first time!

X

Steven Rodriguez

Thank you thank you thank you. I would so much rather watch Vimeo with my kids than YouTube (crap) or Netflix (corporate), but I was increasingly frustrated with the random boob shot. Plus, as an adult, I don't want to see it, either. Thank you Vimeo. I've wanted this for years.

Adam Singer

Wow. Who knew so many people were offended by breasts? I'm gay and it sounds like even I appreciate them more than a lot of people if you were to judge it by this comment section.
;) jk
Good work vimeo staff... yes to each their own :) Ratings as opposed to outright censorship is good.

Dharma2Grace Plus

Thank you, Vimeo! There is (or should be) clear theoretical differences between a) what an individual enjoys; b) what an individual publishes for others to enjoy; and c) what the viewers have the freedom to choose to enjoy. Not wanting to publish unlabeled nudity, for example, does not imply a negative intrinsic value judgment on such portrayals of God's beautiful creation, it simply means that it's not something that one distributes without taking the sensibilities of others into account. Asking video producers to self-label is a reasonable request that does not squelch freedom of expression or necessarily cower people into self-censorship, but an aid to those whose sensitivities go into different directions. K-H M.

Dharma2Grace Plus

Not entirely clear on N.G.'s point.We agree that different categories ought to be recognized. Where we apply labels, we may not agree, but I stated that labeling nudity per se should not imply a negative moral judgment. It's just a signal,because some people, like it or not, even object to Michelangelo. I am not among them, because I do not think that a portrayal of the human body as God created it can be objectionable. Ditto for depictions of families (or people in third-world countries) for whom the standards of dress are not as fabric-laden as mine. It's a shame to equate such depictions with something morally objectionable, but why not let such people know that they are about to venture into territory that will make them feel bad? -- As far as installing an early-warning system for "religious zealotry," whatever that may be, if some people need that kind of crutch, maybe Vimeo will take that idea into consideration as well for the sake of the less gifted among us. :) K-H. M.

Matt Schwarz Staff

I'll just say once more that everyone has a different viewpoint on what is mature or what isn't – that is unavoidable. By simply asking users to label their own content – for example "nudity" – we are giving viewers a heads-up as to what they are about to watch.

We don't see this as placing a negative connotation on expressive art, and feel that it will probably make it easier for users who are searching for that content to find it in the future. But we also need to be sensitive to communities like schools, work places, and children who may not want to come across this content.

Jesse Koepke

Sounds like a great idea. Thanks so much for doing this.

Greg Nuspel Plus

Sounds great it will allow choice which is the freedom we all want. Be an individual and choose for yourself it's liberating.

DeadMooseInc

A question: for the "Mature" category, are we talking PG-13 level (e.g. moderate violence, obviously fake gore, S-words and mild references to marijuana) or R (frequent F-bombs, graphic bullet wounds and nonstop cocaine snorting)? I labeled half my videos and most of them contain what I'd deem PG-13 level material in your violence, profanity and drugs categories (only two of which I believe I labeled "Mature" but even those seemed borderline).

Matt Schwarz Staff

Good question! At this moment we aren't splitting Mature ratings apart like this. If your video contains anything in those Mature categories, regardless of intensity, I'd recommend you rate those videos Mature.

Charles Cates

Sounds very reasonable and appreciated by this Grandpa who has a 7 and 9 year old living with us.

Adam Stuart

I love Vimeo, but I can't have boobs coming up when people and clients search for my work. It takes away from what I do. So glad you guys are doing this. I don't want to go back to Youtube!

Brooks Reynolds Plus

This makes total sense. It is not filtering out content entirely but rather indicating what you're about to watch. I will likely be making mature content and I feel like rating it as so gives freedom to the viewer to appreciate the content within a certain context. I can't wait. And might I add, the aesthetics of the rating markers look slick and do not subtract from the experience of browsing to view videos in any way.

John Flanagan II Plus

Good call guys, thanks for doing this. Great because it protects right to expression while protecting those of us who would prefer not to see surprise naked people when browsing for cool videos.

Tom Abray Plus

I'm always the last to learn these acronyms. What does sfw mean? PG and R I know, but not SFW.

Aaron Dunleavy Plus

A great feature I agree, but I'm a little confused about what should and what should not be considered "Mature". I have a short film, for example, which contains moderate swearing but I wouldn't want to label the film as "Mature" even though the language may not be to everyones taste. Having a red label underneath your video just seems a little far fetched for the odd swear word here and there.

Matt Schwarz Staff

Hey Aaron,

Totally hear your concern. As I mentioned before, we haven't considered splitting Mature by "intensity". At this point, for the benefit of the community, if your video contains anything referenced by our Mature label, I'd rate it as such.

Making this clearer on the clip page is something we can always revisit. We wouldn't want the Mature label to scare people away, just give them more information on what they're about to watch.

Aaron Dunleavy Plus

That's great, Matt. Thanks for clarifying, I will go ahead and stick a Mature label on my film and feel proud about it! :)

Thanks for the work, I wouldn't dream of posting my videos anywhere else!

Companhia de Canoagem (CdC) Plus

A good move from Vimeo. And elegant too, leaving to user's common sense and education the ability to tag his/her own work. Great job staff!

Tom Abray Plus

I am genuinely amazed by how many people are offended by nudity.

Companhia de Canoagem (CdC) Plus

Maybe it´s not a matter of "WHAT" is offensive to "WHO". In a 7 billion people world, it´s just impossible to draw a line...or even imagine the size of the grey zone on this subject. Respecting other´s peoples oppinions is the most basic move we can make now. Nudity is not beig banned or tagged as bad. It´s just being called nudity. Hey, maybe this will make searching easier!! :)

Tom Abray Plus

I don't mind the tagging of videos. And I pretty much agree with you.

Christopher Hanks

Why does Vimeo host what appear to be videos with sexual nudity when the guidelines clearly state that only videos with "non-sexual" nudity are permitted? I don't think this would be such a big deal if the guidelines were more strictly enforced, but maybe they are more like "pirate" guidelines.

Matt Schwarz Staff

We rely on our community to help enforce our guidelines – it's impossible to look at everything. If you see something that you believe to be sexual nudity, please Flag it so we can check it out. Flagging is an option available on the video's page.

Jacob Fisher

I commend vimeo for their effort to make a more user friendly website. As an artist I don't have a problem with artistic nudity but there are times and places for it. From a standpoint of being a teacher for younger students in film I very much appreciate this effort. Thank you for being a community that still supports art and the freedom to create while also being sensitive to all those in society.

Eric Buist Plus

I think this is a good move for vimeo. The one thing I would like to see on top of this is some sort of thumbnail "mature" tag. I have had awkward looks from clients when I hop over to vimeo to show them a sample or idea for a video, only to have a pair of breasts staring back at us.

Norbi Whitney Plus

Exactly the post I was going to make.

Also in relation to everyone asking "is this SFW or not?". Well... if you have to question yourself, then it's probably not safe for everyone. Simple as.

Juan Rojas

Urgently needed!! Even harmless term bring snapshots of naked bodies. Fine-grained classification and filtering is urgently needed. This would be a huge step in the right direction and provide great leadership for all video-streaming sites.
Can't wait to see it!!!!!!!!!!!!!!!!!!!!

Christopher Marsh Plus

let us hope this is not the first step towards total mature content removal. otherwise it ll become another drab youtube.
vimeo IS right, boobs, bums, swearing and filth are part of life and therefore should be part of video, this is what makes vimeo superb. there is of course a fine line between artistic sexuality on screen and straight out porn, and the porn should leave.
I have no problem with the content rating at all, i just really hope this isn't the beginning stage to more censorship.
and personally, for those who seem 'over-eager' to get this in place because they get offended when a nude body appears, i think this quote sums up my view:

'It's now very common to hear people say 'I'm rather offended by that.' As if that gives them certain rights; it's actually nothing more...it's simply a whine. 'I find that offensive,' it has no meaning, it has no purpose, it has no reason to be respected as a phrase. 'I'm offended by that,' well so fucking what?' - STEPHEN FRY

Matt Schwarz Staff

Hi Chris,

This doesn't change our guidelines, whatever is allowed on Vimeo now is still allowed. This merely lets the viewer make an informed choice before pressing play, and eventually when searching.

That being said, if mature content violates our guidelines, it will still be removed as it is now.

Justin Taylor

I really appreciate you guys adding this feature. The only problem I experience on Vimeo is when nudity video thumbnails pop up in my feed. I would be so thankful if you guys made an option to filter out the videos containing nudity for those of us who prefer not to see them. When do you think you'll have this feature available?

Thanks again,
Justin

Matt Schwarz Staff

Hi Justin,

We're working on implementing this feature into search and other areas that populate like your Feed. Stay tuned!

LBX

Well what "offends" me, is people saying we need this... I have young children.
If I care enough, and can, and am, a filter for my girlfriend, why cant they be for their children?

with that little rant out of the way...

Vimeo, what not an MPAA type rating, as everyone world wide already knows what "G", "PG", "PG-13", "R", "NC-17". stand for.

Matt Schwarz Staff

Vimeo is trying to make it easier for schools, parents, work places, churches, etc to confidently view videos that do not contain material that those individuals may find objectionable. By letting users rate their own content, and users (in the future) choosing what ratings to view, we think you get the best of both worlds.

As for the ratings, five different types versus the two we offer doesn't seem easier. That and those codes aren't very descriptive. I think you'll find the options we've provided to be clearer.

LBX

Thanks for that Matt.

The codes mentioned are the ones you see at the Cinema, so either we watch far too many films, or you not enough :)

I hope whatever system that's put in place, you stay flexible enough to adjust to peoples wants and needs.

I'd think an option where you can mask ones either in/out that is part of one's profile might be the route to go, as you'd not see or see before the page is up. As you say the future, best of luck with it.

Matt Schwarz Staff

I'm familiar with MPAA ratings, the issue is that they are not very descriptive as to what a video can actually contain. "Mature" and "All Audiences" is far easier to understand, which is why we chose them.

If you look under the Mature rating in your settings, you'll see their are some sub-categories that you must choose to rate your video Mature. Overall we feel this will be easier to translate to our global community.

Lawrence Hayes

As long as that' s the case, then I'm fine with it. But a lot of video sites start out with minor changes regarding mature content, and then it escalates. That was my only concern.

Dan Stepnik Plus

I'll just mark everything as mature-that should get my number of views up.

Tim Francis

Fab! This gives people choice, which allows people to keep their creative voice and standards. Choice defines us and having no choice of what appears reduces our freedom. And also means like minded creatives get to see thier tastes quicker and be inspired rather than put off. Well done vimeo for giving us choice

Joseph Valentinetti Plus

How about speech? What words make a video `mature'? Why not go to the TV thing. SL strong language, AC adult content V violence et cetera. I'm not likely to rate a poem or other video as mature based on language. For example, if it's 100 words and one of those words is `fuck' does that rate a mature? It's one percent of total content so I wouldn't call it mature. Stumble asks this question-safe for the office? If you check no it just alerts the viewer to put on their headphones. It is fair that people know what they're getting themselves into. You're moving in the right direction but it needs refinement.
I Appreciate Your Courtesy,
Joseph

Matt Schwarz Staff

Hi Joseph,

We haven't started making content ratings affect what viewers see or how videos are discovered, it's simply a badge under a video title.

How this will work into search and your Feed is something we're still playing with, but for now I would recommend that if you have a video containing strong language, you mark it as such. The "Mature" rating is comprised of multiple sub-ratings, one of them being language. You can select these on your video settings page.

Hawkinson Media Company, LLC Plus

I agree with your decision to do this. Labels are not intrusive. It helps you keep the community open to artistic expression while giving the individual control over what they see. If it becomes a mode of censorship ill change my tune.

But I doubt that will happen. You guys rule. Keep doing what you're doing.

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