Broadcasting watchdog Ofcom will oversee the regulation of video on demand (VOD) services such as BBC iPlayer, 4OD, ITV Player and Demand Five, as common standards are introduced across Europe.
Regulation of the services is a requirement of the Audiovisual Media Services Directive, which comes into force and covers all "TV-like" VOD services.
The Government will give the overall duty to regulate the services to Ofcom, which will designate some powers to other partners.
Minister for Creative Industries Sion Simon said: "The UK has been at the forefront of negotiations to ensure this directive is adopted by the whole of the EU and I'm glad this work has now paid off.
"Maintaining EU-wide standards on television and video on demand services is not only good for audiences but also good for broadcasters who have a common set of guidelines to work to."
Ofcom said the directive will regulate "TV-like" services which make programmes widely available for members of the public to view at a time of their choice. Electronic versions of newspapers, for example, would not be included in the regulations.
Unlike licensed broadcast services, VOD content will not be subject to Ofcom's Broadcasting Code, but VOD services will need to adhere to a number of minimum editorial standards.
Programmes must not contain any incitement to hatred based on race, sex, religion or nationality; must provide appropriate protection for minors against harmful material; and sponsored programmes and services must comply with certain requirements.
Ofcom said the Association for Television on Demand (ATVOD) is positioning itself to satisfy criteria to be a co-regulatory body for VOD editorial services.
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Discussions are ongoing and in the meantime, Ofcom will regulate VOD editorial services. Advertising rules will also apply to the services, meaning ads must not contain any surreptitious advertising or subliminal advertising techniques or encouraging behaviour that is prejudicial to health or safety.
