28 January, 2015

UK content filters: what you need to know

Last week, both Sky and TalkTalk announced that their respective online content filtering services would be switched on by default for all users from the end of January.

After investigating how the filters work and analysing our own data, we’re pleased to say that we anticipate the majority of White Label Dating partners won’t experience any disruption, but here are a few key points for your own peace of mind.

How do the filters work?

Following calls from David Cameron for Internet Service Providers (ISPs) to implement online filters in the name of family safety last year, Sky and TalkTalk are the first ISPs to turn on the filter settings by default.

Both Sky Broadband Shield and TalkTalk HomeSafe products will only apply to users connected to Wifi, meaning that it’s likely many mobile users won’t be affected at all. Each product has a range of filter settings to determine which level of access household users can have, and the account holder can adjust the settings online.

When users log into their account, they’ll be asked to choose whether or not they want to switch the filter settings on. They can then update their preferences at any time by simply logging into their account; the process is simple, fast and easy.

While the details are still yet to be defined by the ISPs, it’s clear that all of their customers will be able to choose to turn off the filter with ease.

What this means for you

It’s important to note that respectively, these broadband providers have been offering the same filtering services since as early as 2011, with TalkTalk reporting that the majority of their existing customers have already chosen whether or not to switch the filters on.

Having seen no noticeable disruption to any sites on the White Label Dating network to date, we predict that any future changes will have very little effect on your sites.

While we predict that there will be minimal disruption, it would be wrong for us to suggest that’s a guarantee. If you do experience a temporary dip in impressions, we’d like to assure that the partner team are on hand around-the-clock to support you. As we navigate the changing face of internet regulations together, we’re here to provide you with as much guidance and advice as you need.

We’d recommend that you continue to keep a close eye on the performance of your campaigns. If you notice anything out of the ordinary, please get in touch with the partner team who will work with you to get things back to normal.

The partner team and our internal analysts will also be closely monitoring traffic and site performance throughout the transition period. Rest assured they will be in constant contact with you to discuss any noticeable changes.

We're here to help

Remember, we're here to support you. If you have any queries or concerns about your sites, please don’t hesitate to contact the partner team.

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