Ofcom has called for broadband video-on-demand (VOD) services to be regulated for the first time.

European legislation under the Audiovisual Media Services Directive claims the VOD services available through Virgin Media, Sky and BT Vision, along with those on the internet, must be regulated from December 19th.

Ofcom has proposed that broadband VOD services are regulated by the Association for Television On Demand and suggested advertising on such services should be regulated by the Advertising Standards Authority.

It also states that BBC VOD services continue to be regulated jointly by the BBC Trust and Ofcom.

The organisation claims that programming on VOD services must meet a number of minimum standards including that shows do not "contain any incitement to hatred" and must "not provide material which might seriously impair the physical, mental, or moral development of minors", among other issues.

Ofcom recently announced that six million unbundled broadband lines are now on offer in the UK, increasing competition in the industry.