RATED-RVimeo, Tumblr and now Vine have recently announced they are putting some sort of age-rating in place for material that’s published to their platforms.

All three – and they’re by no means the only three social platforms to have such restrictions – have realized that they need to cover their bases when it comes to being accountable for what people are publishing. Some of this is based on legal concerns to be sure but I think there’s also an element of wanting to be as appealing as possible to brand publishers behind these moves. These services want to show that they have carefully cultivated and maintained ground for these brands in the hopes they will pay both attention and ad dollars there.