The draft code proposes imposing similar rules on harmful and offensive content, fairness and privacy, and due impartiality and accuracy in news on streaming services as those faced by television companies.

Previously, streaming services were not regulated to the same standard as traditional broadcasters, with some streaming services based outside the UK, such as Netflix, falling outside Ofcom’s regulation entirely despite running services in the country.

The Media Act has allowed Ofcom to bring these services into line with the standards required from linear television, with the draft code broadly mirroring existing broadcast rules but with some tailored differences.

Accessibility requirements will also imposed on streaming services, with a draft accessibility code also published by the regulator.

The draft codes are out for consultation, with a deadline of 7^th August for responses.

Cristina Nicolotti Squires, group director for broadcasting and media at Ofcom, said: “Audiences today want to watch great content across different on-demand platforms with the same reassurance and confidence they have when viewing traditional broadcast television.

“Our proposed new content standards code for the largest and most popular streaming services will, for the first time, deliver the clear and consistent protections that audiences need and expect. We’re also making sure that people with sight and hearing conditions can also enjoy popular streaming content by setting strong new accessibility requirements.”