The Association for Television On Demand (ATVOD) has made two senior appointments as part of a restructuring that will see it become the independent co-regulatory body for VoD programming to the public.

Ruth Evans becomes independent chair of ATVOD while former British Board of Film Classification head of policy Pete Johnson becomes the association’s full time chief executive.

Newly introduced laws regarding Video On Demand services will see completely new consumer protection standards implemented.

In order to regulate the sector, Ofcom has designated statutory powers to ATVOD, which was previously an industry-led, self-regulatory association that created standards as the industry developed.

The restructure will ensure independence from the industry’s commercial interests and make protection of the public its top priority.

“Previously unregulated VOD services now fall under statutory regulation, and are obliged to notify ATVOD of their

existence,” said Johnson.

“We believe that our balance of independence and industry expertise will enable ATVOD to regulate effectively and without placing undue burdens on a fast developing industry.”

The new rules broadly match those recently introduced across all EU member states.

On UK services, children will be protected from the most extreme content, and for the first time use of product placement and sponsorship will be subject to controls and restrictions.