
The internet is a vast and ever-changing landscape, making it challenging to find the right content. With so much information available, it's easy to get overwhelmed and lose track of what's relevant.
A platform for internet content selection can help you navigate this vast expanse. According to the article, a well-designed platform can reduce the time spent searching for content by up to 75%.
The key to a successful platform is its ability to filter and prioritize content. By using algorithms and user feedback, a platform can identify the most relevant and high-quality content.
Effective platforms also consider user behavior and preferences, tailoring the content selection to individual needs. This can be achieved through personalized recommendations and adaptive filtering.
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Labeling and Content
To start labeling your content, you'll need to decide who will assign labels, the labeling vocabulary and criteria, and express the labeling vocabulary and criteria according to the format specified in the technical specification. This can be done by creating a file from scratch or by filling out web forms at the PICS Application Incubator.
The PICS Application Incubator project at the University of Michigan School of Information will provide a limited amount of free technical consulting to organizations that are considering establishing new labeling services.
You can choose a self-rating vocabulary or a vocabulary used by others, like the W3C, to make it easy for parents to understand your labels. A list of self-rating vocabularies is available, but W3C does not endorse any particular vocabulary.
Label Distribution Methods
There are three ways to distribute PICS labels:
- Embedding the label in the document itself
- Storing the label on the same server as the document and transferring it with the document
- Running a label bureau at a specific location on your server, distributing labels only for documents on your server
Here are the three methods in a table:
What Doesn't Specify
PICS labels don't specify everything, and that's intentional. The PICS Technical Specifications, for instance, don't include products and services that are not PICS-compatible.
The PICS-1.1 specifications, on the other hand, focus on the technical aspects of PICS labels, such as the format for describing rating services and the interchange format for filtering preferences.
To start a new labeling service, you don't need to specify everything from scratch. You can use the PICS Application Incubator to create a labeling vocabulary and criteria file for you.
A PICSRules rule can specify one or more PICS rating services to use, but it doesn't specify how to assign labels or create the labels themselves. Those steps are separate.
The advantages of using PICSRules include sharing and installation of profiles, communication to agents and search engines, and portability between filtering products. Here are some specific benefits:
- Sharing and installation of profiles: PICSRules allows you to create and install profiles on a large number of machines.
- Communication to agents and search engines: PICSRules enables you to transmit a profile to a server and have only resources returned that match the profile.
- Portability between filtering products: PICSRules defines a common language for specifying filtering rules, making it possible to use the same set of rules with any product supporting PICSRules.
How to Label
To label your content, you'll want to choose a rating vocabulary that's widely used by other sites, making it easy for parents to understand your labels. You can use a self-rating vocabulary, such as the one provided by the World Wide Web Consortium (W3C).
A content provider can choose a self-labeling service and connect to its web server to describe their document or website by filling out an online questionnaire. This will give them a text label in a special format that they can then paste into the header portion of their HTML document.
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Self-labeling is a straightforward process, but you may want to consider using a vocabulary that's already in use by other sites, as this will make it easier for parents to understand your labels. This way, you can avoid creating a new vocabulary from scratch.
You can also use an independent rating agency to label your content, which doesn't require cooperation from the creators of the material. This agency will invent or adopt an existing vocabulary and use a software tool to create labels that describe particular URLs.
Independent rating agencies can distribute labels through a separate server, known as a label bureau, which filtering software will know to check for labels. This way, you can ensure that your content is labeled accurately and consistently.
As a web site operator, you have the freedom to create your own labels, but you may want to consider using a widely accepted vocabulary to make it easier for parents to understand your labels. This can be done by storing the parent or teacher's labels on the local computer, bypassing the need for a label bureau.
Technical Details

The Platform for Internet Content Selection (PICS) has a rich technical foundation, and understanding its technical details is essential for anyone interested in content filtering and rating.
The PICS technology inventory was first distributed at the December 1997 Internet On-line summit: Focus on Children, and it lists various products and services that are PICS-compatible.
The PICS technical specifications define the format of PICS labels and how they can be transmitted. This includes embedding PICS labels into HTML document headers, transmitting them via RFC822 headers, and requesting them from a dedicated PICS label bureau.
The current version of the PICS label syntax and communication protocols specification is dated 5 May 1996 and is version 1.1.
PICS-1.1 has three completed specifications: Service descriptions, Label format and distribution, and PICSRules. Service descriptions specify the format for describing a rating service's vocabulary and scales, while Label format and distribution specify the format of labels and methods for distributing both self-labels and third-party labels.

PICSRules specifies an interchange format for filtering preferences, so that preferences can be easily installed or sent to search engines. This is a crucial aspect of PICS, as it enables users to customize their content filtering experience.
Here is a summary of the PICS-1.1 specifications:
- Service descriptions: Specifies the format for describing a rating service's vocabulary and scales
- Label format and distribution: Specifies the format of labels and methods for distributing both self-labels and third-party labels
- PICSRules: Specifies an interchange format for filtering preferences
- PICS Signed Labels (DSig) 1.0 Specification: Specifies the syntax and semantics of digital signatures in PICS labels
Label Distribution and Services
Label distribution is a crucial aspect of the Platform for Internet Content Selection (PICS). PICS labels can be distributed in three different ways.
The W3C recommendation specifying PICS Label Syntax and Communication Protocols describes how labels have to be coded for distribution. The most important part of a PICS label is the rating.
A rating service creates a label for a document, and the label has to be made available to clients interested in the rating. PICS defines three different ways of label distribution. If a label is not embedded in the document, but stored on the same server, it can be transferred with the documents.
Here are the three ways of label distribution defined by PICS:
- Transferring labels with documents over HTTP.
- Using HTTP extensions to request PICS labels.
- Using the PICS label bureau query protocol to distribute third-party PICS labels.
Label Distribution
Label distribution is a key aspect of PICS, and it's essential to understand how labels are made available to clients. PICS defines three different ways of label distribution.
A label can be embedded in the document itself, but this is not always the case. In fact, PICS labels are often stored on the same server as the document, and can be transferred with the document.
PICS defines HTTP extensions that clients must use to request PICS labels. These extensions allow clients to exchange additional information when requesting labels.
The most important part of a PICS label is the rating, which is a set of attribute-value pairs that describe a document along one or more dimensions. This rating is a crucial part of the label, and is used by clients to determine the suitability of the document for their needs.
Here are the three ways of label distribution defined by PICS:
- Labels can be embedded in the document itself.
- Labels can be stored on the same server as the document and transferred with it.
- Labels can be distributed through a separate server, known as a label bureau.
In each of these cases, the label is made available to clients who request it, allowing them to access the rating and make informed decisions about the suitability of the document.
Services and Ratings
The W3C's PICS Rating Services and Rating Systems recommendation describes a language for the description of rating services.
A rating service is described by some administrative information and as the most important information, the rating system. The rating system specifies the dimensions used for labeling, the scale of allowable values on each dimension, and a description of the criteria used in assigning values.
The PICS Application Incubator project at the University of Michigan School of Information will provide a limited amount of free technical consulting to organizations that are considering establishing new labeling services.
Here are some examples of rating systems:
- Administrative information: This includes details such as the name of the rating service, its contact information, and its purpose.
- Rating system: This specifies the dimensions used for labeling, the scale of allowable values on each dimension, and a description of the criteria used in assigning values.
Development and Resources
To start a new labeling service, you'll need to decide who will assign labels. This is a crucial step in setting up your labeling service.
You can get free technical consulting from the PICS Application Incubator project at the University of Michigan School of Information to help you establish your labeling service.

The incubator project will provide you with a limited amount of free technical consulting to help you navigate the process.
Here are the key steps to take in developing your labeling service:
- Decide who will assign labels
- Decide the labeling vocabulary and criteria
- Express the labeling vocabulary and criteria according to the format specified in the technical specification
- Create the labels
- Arrange for distribution of your labels
Web Author Info
As a web author, it's essential to label your materials to make it easier for filtering software to block access. This is especially important if you have content that's not suitable for all audiences.
PICS is a great tool that allows you to remain value-neutral by refusing to endorse any particular labeling vocabulary. However, as a web site operator, you'll need to adopt one or more of the rating vocabularies that other sites are using.
You can use one of the self-rating vocabularies, which are widely adopted by other sites. This way, you can ensure that your content is labeled correctly and easily accessible to your target audience.
To label your content, you'll need to create a PICS label and distribute it along with your document(s). The recommended method is to insert an extra header in the HTTP header stream that precedes the contents of documents sent to web browsers.
You can also run a label bureau at a specific location on your server, as specified in a supplement to the PICS specs. This way, you can distribute labels only for documents on your server.
It's worth noting that you can include more than one META tag in a single HTML document, so you can provide labels according to several services. You can also combine several labels into a single label list, as specified in the technical specifications.
Resources for Labeling Service Devs
If you're looking to start a new labeling service, you'll need to decide who will assign labels. This is a crucial step in the process.
First, you'll need to decide who will assign labels. This could be a team of people or a single individual, depending on the scope of your project.
To express the labeling vocabulary and criteria, you can either create a file from scratch or use the PICS Application Incubator's web forms. The PICS Application Incubator project at the University of Michigan School of Information will even provide a limited amount of free technical consulting to organizations that are considering establishing new labeling services.

The PICS Application Incubator project provides free technical consulting to organizations establishing new labeling services.
You'll also need to create the actual labels and arrange for their distribution. This could involve working with a label bureau or setting up your own HTTP server to distribute the labels.
Here are some examples of PICS-compatible products and services:
- Client software that reads PICS labels.
- HTTP servers that distribute labels along with documents.
- Proxy servers that perform filtering based on PICSRules.
- Label bureaus: HTTP servers that distribute third-party PICS labels through the PICS label bureau query protocol.
- Rating services.
- Search engines that can use PICS labels in their selection criteria.
Creative Applications
PICS labels have been used in various innovative ways beyond just blocking access to certain materials. Informative applications include med-PICS, a collaboration for critical appraisal of medical information on the Internet.
The Test-a-URL feature created by the PICS Application Incubator lets you see what labels have been assigned to any URL by several different rating services. This feature is also available for other services that aren't based on PICS.
Some websites, like Alexa Internet, display PICS labels visually but don't block access based on those labels. This allows users to see the labels but still choose what content to access.
Here are some examples of PICS label actions:
- Inform: med-PICS
- Search: Net Shepherd and Alta Vista (offered filtered Internet search)
- Inform: Alexa Internet displays PICS labels visually
- Inform: The Test-a-URL feature
Government and Individual Perspectives

The European Commission has taken a proactive approach to addressing online content, releasing a report in 1997 that laid the groundwork for future initiatives.
In Australia, the Broadcast Authority conducted an investigation into online services, highlighting the need for responsible content regulation.
The European Parliament's Green Paper emphasized the importance of protecting minors and human dignity in audiovisual and information services.
The European Union Communication and the Report of the European Commission Working party on illegal and harmful content on the internet both acknowledged the challenges of policing online content.
Here are some key government perspectives on internet content selection:
- European Commission Report (1997)
- Australian Broadcast Authority report on on-line services
- European Parliament Green Paper: the Protection of Minors and Human Dignity in Audiovisual and Information Services
- European Union Communication on illegal and harmful content on the Internet
- Report of European Commission Working party on illegal and harmful content on the internet
- European Commission Forum for Exchange of Information on Internet Best Practices
Governments
Governments have taken steps to address online issues.
The European Commission Report, released in 1997, highlights the importance of regulating online content.
In Australia, the Broadcast Authority conducted an investigation into online services, leading to recommendations for improved regulation.
The European Parliament's Green Paper emphasizes the need to protect minors and human dignity in audiovisual and information services.
For more insights, see: Stop Online Piracy Act

The European Union has also addressed the issue of illegal and harmful content on the internet, although the link to their communication is currently broken.
Similarly, the European Commission's Working Party report on the same topic is also unavailable due to a broken link.
The European Commission's Forum for Exchange of Information on Internet Best Practices was also mentioned, but its link is no longer functional.
Individuals and Organizations
Individuals and organizations have varying perspectives on online labeling and filtering systems. EFF's Draft Policy on public interest principles for online filtration, ratings, and labeling systems provides suggested guidelines for responsible use of labeling and filtering.
Some organizations are more critical of these systems. The ACLU White Paper is critical of labeling and filtering, although the link is currently broken.
Librarians have also weighed in on the issue. The Internet Filter Assessment Project examined several products in detail and discussed the issues facing libraries.
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There are also technical perspectives on the issue. PICS-Aware Proxy System vs. Proxy Server Filters explores the differences between these two approaches.
Some individuals have written about the impact of rating systems. Jonathan Weinberg's article "Rating the Net" provides a balanced but critical look at rating systems and their legal and social impact.
Here are some resources for further reading:
- EFF's Draft Policy on public interest principles for online filtration, ratings, and labeling systems
- The Internet Filter Assessment Project
- ACLU White Paper Critical of Labeling and Filtering
- PICS-Aware Proxy System vs. Proxy Server Filters
- Rating the Net by Jonathan Weinberg
- Fight-censorship mailing lists
Testimonials and Discussion
PICS has received attention from various experts and organizations. Simson Garfinkel in HotWired (February 1997) referred to it as "the most effective censorship technology the Net has ever seen" and stated that it may already be installed on your desktop.
Some have expressed concerns about the practicability of PICS for page-authors, particularly for those who manage a large number of documents. For instance, one author mentioned that they provide over 200 documents and significant companies have thousands and tens of thousands of them.
Several experts have also discussed the limitations of PICS in accommodating cultural differences. Liddy Neville of RMIT noted that the scheme may not be able to accommodate Muslim attitudes to women's dress and blasphemy, while Jim suggested that conservative communities can establish and maintain their own classification schemes.
The PICS infrastructure does appear to be capable of being applied to standards additional to kiddie-friendliness, such as educational value and quality.
Testimonials
People had varying opinions about PICS, as seen in the following testimonials.
PICS was praised for walking a fine line on net filtering.
In 1997, Simson Garfinkel wrote in HotWired that PICS was "the most effective censorship technology the Net has ever seen" and may already be installed on your desktop.
Some experts shared their thoughts on PICS, including Joseph Reagle, a W3C staff member, who was interviewed by College Hill.
Discussion
Many page-authors expressed concerns about the practicability of the scheme, particularly for large collections of documents. They need to be able to nominate a minimal level of rating for all documents, which can be a daunting task.
The PICS infrastructure provides only qualified support for this approach, which may lead to self-rating being too much like hard work for corporations and individuals. This could result in a lack of participation in the rating system.
Liddy Neville of RMIT was concerned about the extent to which cultural differences could be accommodated by the scheme, such as Muslim attitudes to women's dress and blasphemy. It's advisable for conservative communities to establish and maintain their own classification schemes.
The PICS infrastructure can be applied to standards additional to kiddie-friendliness, such as educational value and quality. This could include rating documents based on age, grade, and subject, as well as content, presentation, and frequency of update.
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