Kijkwijzer — Netherlands

Kijkwijzer ("viewing guide") is the Dutch classification system, operated under NICAM co-regulation: distributors classify their own content by completing a coded questionnaire, and the answers determine the rating.

Rating tiers

AL (all ages), 6, 9, 12, 14, 16, 18

The pictograms

Alongside the age, Kijkwijzer labels content with pictograms for why it got that rating:

• 👊 Violence
• 😨 Fear
• 💋 Sex
• 🗣️ Discrimination
• 💉 Drug and/or alcohol use
• 🤬 Coarse language

This makes Kijkwijzer unusually transparent: the label tells parents not just how old, but what kind of content to expect.

What this means for ads and trailers

The questionnaire model means classification is fast but unforgiving — the criteria are codified, so a single scene can flip a rating tier. Knowing which scene before self-classifying saves rework.

Official source: www.kijkwijzer.nl

Tip

The DCProof Age Report estimates the Kijkwijzer tier of your ad or trailer, with timecoded findings per category — mirroring the pictogram logic.