Amazon has been formally reprimanded by the UK's communications regulator after a serious error led to children being exposed to a film containing strong sexual content.
What Happened in the Prime Video Mix-Up?
The incident occurred when a viewer rented the 2010 family comedy Diary of a Wimpy Kid, which carries a PG certificate for mild language. However, the film that actually played was the 2010 romantic drama Love & Other Drugs, starring Anne Hathaway and Jake Gyllenhaal.
According to the British Board of Film Classification (BBFC), Love & Other Drugs is rated 15 for "strong sex, sex references and language." The BBFC's website details that the film includes occasional sex scenes, references to oral sex, and brief drug misuse.
Ofcom's Investigation and Ruling
The complainant alerted the UK communications watchdog, Ofcom, after receiving no response from Amazon following three phone calls. Ofcom's investigation concluded that Amazon had breached Rule 12 for providers of on-demand programme services (ODPS).
This rule states that providers must take "appropriate measures" to ensure that specially restricted material is not normally seen or heard by persons under the age of 18. Ofcom stated: "After the selected content began playing, the complainant became aware that the film that had actually played was a different film containing strong sexual content."
The regulator noted that the film was only available to rent or purchase and was not part of a subscription, meaning it was not accessible on child profiles, which block transactions by default. During the error, 122 customers had attempted to access Diary of a Wimpy Kid.
Amazon's Response and Wider Context
In response, Amazon apologised and said the issue was escalated and fixed within 48 hours. Ofcom acknowledged the company's assurances that it had updated its procedures to prevent a recurrence.
Nevertheless, the regulator upheld the breach, adding: "Ofcom expects ODPS providers to act quickly in circumstances where they become aware of ongoing issues that may result in harm to children or audiences more broadly."
This is not the first controversy for Amazon Prime Video recently. Just days prior, the service was forced to pull an AI-generated recap of Fallout season 1 after fans spotted significant inaccuracies, leading to widespread criticism on social media.
