There was a complaint made to OFCOM about Rihanna's music video "S&M". This was because the video was shown on WTF TV at 11:25. Issues were brought up as this video features content of a sexual manner and suggests sadomasochistic acts both lyrically and visually. Complaints were received by Ofcom claiming that the video was "Completely unsuitable for daytime broadcast." WTF TV's parent company TV Two Limited saying “the song of the music video in question has currently sold more than 12 million copies worldwide and recently remained in top position for 2 weeks in the UK Top 40 Chart”.
It added that “the broadcasting of pop music videos is a well established genre... [and] the nature of the genre is that from time to time certain performers artistically like to shock and challenge existing standards”. It stated that “the reality is that such challenges are likely to shock unknowing parents rather than the younger, street-wise consumer of the material”.
TV Two stated that “regular devotees of this specialist music channel would be well aware of the irony involved in this video. The artist is acting out a fantasy version of – and reaction to - recent events in her life as reported in the tabloid press”. It added that “WTF fans, along with fans of this music generally, have been eagerly awaiting this video, which has had very wide exposure across the media. The cartoon-like, over-the-top sequences contained no element of encouragement to copy, and the tongue-in-cheek artistic approach would not be unexpected by the audience”.
Ofcom claimed they have a duty to protect those under 18 and even though the video features surreal, colourful depictions of S&M acts it isn't deemed "dark or seedy." The video shows scenes showing Rihanna behind cellophane, people wearing ball gags and people being tied up with rope could be copied by a younger audience which may cause a physical treat.
Ofcom also said that the video contains no sexually explicit images, it did contain themes that of extreme sexualy content both trough the video and the lyrics. There is evidence to say that there would have been hardly any under 18 viewers at this time of day because of school but it was scheduled to be shown again on other pre-watershed shows where it would be seen by more under 18 viewers and they may not have adult supervision
A report from Ofcom says
“Ofcom had to consider first whether this broadcast material was unsuitable for children. We took into consideration that while the video included themes of bondage, sexual dominance and sadomasochism, as described above, such themes and corresponding images were presented in a surreal, colourful and sometimes humorous manner, rather than representing strong fetish material or depicting real or realistic sadomasochistic practices. We also noted that TV Two argued that the “video reflects the real life drama of the artist who recently experienced well documented domestic violence from a partner”, and that the broadcaster considered these images to be “cartoon-like, over-the-top sequences” which were “artistic and not dark or seedy”.
However, Ofcom considered that some of the images included in the video had a significant sexual fetish, bondage and sadomasochistic nature. The video included images of Rihanna: with her body and face being restrained behind cellophane; walking a man on a leash like a dog and whipping him; whipping a man dressed as a journalist with his hands and feet tied up with gaffer tape; adopting sexualised positions with blow-up dolls; lying on the floor on her chest with her hands and feet tied up with rope behind her backs in positions of sexualised restraint; dressed up in various rubber and latex fetish outfits; and eating a banana and licking an ice cream encrusted with jewels in a sexually suggestive manner. The video also included images of people dressed as press journalists with bondage-style „ball gags‟ in, or gaffer tape across, their mouths. We therefore concluded that the video in question breached Rule 1.3.”
Various viewpoints can be taken on the ruling that WTF TV were in breach of Rule 1.3. Some people may argue that the S&M content is just as metaphorical as the lyrics to the song. The younger of Rihanna's fans may not be able to understand what is going on in the video or the over the top, tongue in cheek S&M acts and they may to to imitate these and this would lead to physical harm. It is worth noted that other channels aired the video they showed a edited version pre watershed. I come to the conclusion that the ruling made by Ofcom is correct as they are complying with Rule 1.3 in the protection of persons under the age of 18
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