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Apple's iTunes, along with Amazon and HMV.com, are to place parental advisory warnings on explicit songs and videos, it has been announced.

Napster UK, eMusic, 7digital, Tesco and music video site Vevo have also agreed to display the warning next to relevant material as part of a new initiative, which will be accompanied by a new website, parental-advisory.co.uk.

The BPI, which represents the recording industry and is behind the site, said in a statement through chief executive Geoff Taylor: "We know that the parental advisory logo on CDs and DVDs has been a useful tool for parents, offering them a simple means of identifying music content that may not be suitable for their children.

"We believe that parents need the same guidance when their children are downloading or streaming songs or videos online, so we have extended the logo to digital music services. Our new website, www.parental-advisory.co.uk gives parents the details they need."

A study, organised by the BPI, showed that children in the UK are set to receive up to £110m in music vouchers this Christmas.

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