Kijkwijzer is a rating system for audiovisual media. It is applied on virtually all audiovisual products ranging from tv-programmes, drama-series, movies and online platforms to movie theaters, video on demand and DVD. The word Kijkwijzer has a double meaning in Dutch: "watch wiser" and "viewing guide".
Kijkwijzer warns and informs
Kijkwijzer warns and informs parents, educators and children whether a film or television programme may be harmful for children upto a certain age. Kijkwijzer does this by showing an age rating and content pictograms to show the reason(s) for the rating:
AL means all ages, the productions contains no harmful elements. the content pictograms stand for: 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.
Based on scientific research
The Kijkwijzer ratings are based on scientific research in the field of media effects on children and the wishes of parents. The Kijkwijzer ratings were introduced in 2001 and have proven to be a reliable tool that is used by most parents. The system is regularly updated in response to new scientific insights and media developments.