Sainsbury's video on demand platform has adopted British Board of Film Classification (BBFC) ratings, giving parents more controls over protecting their children from unsuitable content.
Sainsbury's ventured into the VOD market in May with the launch of the service, which currently offers more than 400 films for stream or download.
BBFC director, David Cooke, said: "In 2011 we asked the public whether they wanted to see BBFC age ratings on video on demand platforms and 85 per cent said they consider it important to have consistent classifications available for film downloads. This figure rises to 90 per cent among those with children under 16."
The service allows Sainsbury's to attach the BBFC's widely recognised age rating categories of U, PG, 12, 15 and 18 to its movies.