Kijkwijzer is a Dutch rating system for audiovisual media. It is applied on virtually all audiovisual products on offer in The Netherlands, from television programmes and cinematic feature films to films on Video on Demand and Blu-ray/ DVD.
The word Kijkwijzer has a double meaning in Dutch: "watch wiser" and "viewing guide". Some international Video on Demand and broadcasting distributors also use Kijkwijzer ratings on their media productions in other European countries.
Kijkwijzer informs parents, educators and children whether a film or television programme may be harmful for children upto a certain age. Additionally, Kijkwijzer also shows the reason for a specific age rating.
Kijkwijzer does this by showing an age rating:
All agesPossible harmful up to 6 yearsPossible harmful up to 9 yearsPossible harmful up to 12 yearsPossible harmful up to 14 yearsPossible harmful up to 16 yearsPossible harmful up to 18 years
Content pictograms are used to show the reason(s) for the rating:
ViolenceFearSexCoarse languageDiscriminationDrugs and/or alcohol abuse
Violence, fear, sex, coarse language, discrimination and drugs and/or alcohol abuse.
Kijkwijzer does not advise on suitability
Kijkwijzer ratings are advising parents on harmful elements that a certain production contains. They are not judging suitabiility or good taste. For example: a serious documentary could be rated All Ages, because it contains no images that could be harmful to children. The film may nevertheless be unsuitable for young children, for example, because the content is too complex.
Parents are in charge
Kijkwijzer does not pass judgement on the quality of television programmes, series or films. The preferences and standards applied by parents are too diverse to allow this. Kijkwijzer simply warns of possible harmful images in television programmes or films. Final responsibility for what their children can or cannot see rests with the parents.
Kijkwijzer accross all media
Kijkwijzer is applied on virtually all audiovisual products on offer in The Netherlands, from television programmes and cinematic feature films to films on Video on Demand and Blu-ray/ DVD.
Therefore, Kijkwijzer pictograms can be found not only at the beginning of a television programmes but also in cinemas, film guides, (VOD) websites, advertisements, posters and on the packaging of DVDs.
Broadcasting times on television
In the Netherlands an in the case of lineair television, the Kijkwijzer ages are linked to broadcast tiems. Programmes with the classification All Ages, 6 and 9 years may be broadcast at any time of the day. Programmes with the classification 12, 14 and 16 years may only be broadcast from 20.00 hours until 06:00 in the morning, and those with the classification 18 years may only be aired after midnight.