Kijkwijzer retains its importance for both parents and children

Both Kijkwijzers profile and its frequency of use among parents remain high. In addition, parents still have a great deal of confidence in Kijkwijzer. This has been revealed by a monitoring survey carried out by Intomart GfK in January 2012.
Both Kijkwijzer’s profile and its frequency of use among parents remain high. In addition, parents still have a great deal of confidence in Kijkwijzer. This has been revealed by a monitoring survey carried out by Intomart GfK in January 2012 among parents of young children. As was the case in previous surveys, more than 90% of parents stated that they make use of Kijkwijzer when choosing cinema films, DVDs and television programmes. Nine out of ten parents also consider the Kijkwijzer recommendations to be reliable, and two-thirds of them are always or often in agreement with the age recommendations. The small group who are almost never in agreement with the age recommendations usually consider these to be too high. 

Since its introduction in 2001, NICAM regularly has the profile, use and appreciation of Kijkwijzer tested among the target groups parents with growing children and children themselves. In recent years in particular, these surveys have revealed that Kijkwijzer is well known and accepted by the general public in the Netherlands. All parents think Kijkwijzer makes sense as a system and the meanings of the pictograms are known to virtually all parents. The recent survey also confirmed parents’ desire to be warned in particular about violence and frightening scenes in audiovisual productions. 

For Kijkwijzer information on television programs, parents mainly use the pictograms on screen at the start of programmes. In addition, radio & TV listings magazines still play an important role. For the Kijkwijzer classifications of cinema films, cinema websites and online film ladders are frequently consulted. In relation to DVDs, the pictograms on the DVD case are the main source of Kijkwijzer information.

Children know what Kijkwijzer stands for
The most recent survey among children, carried out in 2011 by the Kids News (Dutch: Jeugdjournaal), once again demonstrates that children often use Kijkwijzer as a tool with which to filter for themselves what’s offered to them by the media. Almost all children know Kijkwijzer and know what it’s for.

Children aged 9 to 14 use Kijkwijzer mainly as a warning against scary images (37%), sex (33%) and violence (26%). The majority of children who use Kijkwijzer in this way are girls. The suspicion that Kijkwijzer could be used by children more as a recommendation of ‘forbidden fruits’ than as a warning is in the main not borne out by the survey. Only a small group of mainly older boys say that they use Kijkwijzer as a ‘recommendation’ in this way.

Recent news

Kijkwijzer icons well-received in Europe

Research among European parents shows that the Kijkwijzer icons also work well in other European countries.

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The Kijkwijzer website has been renewed!

We’re celebrating Kijkwijzer’s 20th anniversary with a completely renewed website and corporate identity. Both in terms of design and in terms of content, the website will adapt to today’s media landscape. Apart from the well-known age ratings and content descriptors, the website will offer even more relevant information about films, series, television shows, games and online videos.

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All ages

All ages (AL) means that a film, series or television show contains no harmful imagery.

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6 years

The age category 6 years was developed to protect young children from scary and violent imagery. Young children are especially sensitive to this kind of material.

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9 years

Once children are around the age of 9, they are better able to understand whether films or series are real. That's why some productions are rated 9 years and older.

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12 years

When children are between 10 and 12 years old, they start to look differently at the world around them. Still, children around this age are more easily affected by content than teenagers.

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14 years

At this age, children start to use film and television to learn 'social' lessons, like: how to be yourself? And how to interact with others? Watching dangerous behaviour on screen can therefore cause issues at this age. 

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16 years

Although 16-year olds are better able to understand the difference between good and bad, this doesn't mean they can just watch any film or series without trouble.

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18 years

The age rating 18 years and older indicates that a film or television show is for adults only. 

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When children see violence, it can make them aggressive, scared or desensitized to violence. The chance at these kind of effects is influenced by a few things, like: how realistic is the violence? Is there blood or gore? Is violence rewarded? 

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Scary images can frighten children, make them restless or even cause long-term effects like nightmares. The effects vary depending on the viewer and the viewer's age. 

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Children and teens that are in the middle of their (sexual) development, are not always ready to see sexual scenes. They may also be unable to interpret them correctly. Kijkwijzer takes this into consideration. How explicit a sex scene is determines the final age rating.

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Coarse language

Coarse language consists of cussing and cursing, suggestive terms or sexual expletives. Children may imitate the use of offensive language and even incorporate it in their vocabulary.

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Discrimination is any expression that suggests (a group of) people are 'inferior' in some way, for example on the basis of skin colour, religion, sexuality, sex or gender, nationality or ethnicity. If a production contains discrimination and the discriminatory action is not immediately condemned, the icon for discrimination is depicted.

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Smoking, alcohol and drugs

If hard drugs are used in a production - or (a lot of) alcohol, soft drugs or tobacco - the Kijkwijzer icon for smoking, alcohol and drugs is depicted. Teenagers can start to see the use as something that's normal, or even as something worth trying. 

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The game contains depictions of violence. In games rated PEGI 7 this can only be non-realistic or non-detailed violence. Games rated PEGI 12 can include violence in a fantasy environment or non-realistic violence towards human-like characters, whereas games rated PEGI 16 or 18 have increasingly more realistic-looking violence.​


This descriptor may appear as 'Fear' on games with a PEGI 7 if it contains pictures or sounds that may be frightening or scary to young children, or as 'Horror' on higher-rated games that contain moderate (PEGI 12) or intense and sustained (PEGI 16) horror sequences or disturbing images (not necessarily including violent content).


This content descriptor can accompany a PEGI 12 rating if the game includes sexual posturing or innuendo, a PEGI 16 rating if there is erotic nudity or sexual intercourse without visible genitals or a PEGI 18 rating if there is explicit sexual activity in the game. Depictions of nudity in a non-sexual context do not require a specific age rating, and this descriptor would not be necessary.


The game refers to or depicts the use of illegal drugs, alcohol or tobacco. Games with this content descriptor are always PEGI 16 or PEGI 18.


The game contains depictions of ethnic, religious, nationalistic or other stereotypes likely to encourage hatred. This content is always restricted to a PEGI 18 rating (and likely to infringe national criminal laws).

Bad language

The game contains bad language. This descriptor can be found on games with a PEGI 12 (mild swearing), PEGI 16 (e.g. sexual expletives or blasphemy) or PEGI 18 rating (e.g. sexual expletives or blasphemy).




Video games that show violence of a slightly more graphic nature towards fantasy characters or non-realistic violence towards human-like characters would fall in this age category. Sexual innuendo or sexual posturing can be present, while any bad language in this category must be mild.


This rating is applied once the depiction of violence (or sexual activity) reaches a stage that looks the same as would be expected in real life. The use of bad language in games with a PEGI 16 rating can be more extreme, while the use of tobacco, alcohol or illegal drugs can also be present.


The adult classification is applied when the level of violence reaches a stage where it becomes a depiction of gross violence, apparently motiveless killing, or violence towards defenceless characters. The glamorisation of the use of illegal drugs and of the simulation of gambling, and explicit sexual activity should also fall into this age category. 


The game contains elements that encourage or teach gambling. These simulations of gambling refer to games of chance that are normally carried out in casinos or gambling halls. 

In-game purchases

The game offers players the option to purchase digital goods or services with real-world currency. Such purchases include additional content (bonus levels, outfits, surprise items, music), but also upgrades (e.g. to disable ads), subscriptions to updates, virtual coins and other forms of in-game currency.

If this icon is accompanied by the notice Paid Random Items, the in-game purchases may consist of offers where the player doesn't know precisely what they are buying prior to purchase (i.e. loot boxes or card packs). 

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