difficult

"I think it would be difficult not to look in his direction then," she says.

Opponents, including the influential entertainment industry, had argued it would be difficult to implement because streaming services don't have the same control over ad volume as broadcasters.

"It's been a relentless and very, very difficult process, when it should have been much easier," says Nora Parr, an academic and researcher at Birmingham University, who has co-ordinated the educational evacuations.

“If we saw evidence of smoke or heat, then we would provide resources to that. So that, I know that’s a common practice, and it’s just, it’s a very difficult fire burning underground.”

Adhering to a new standard won’t be too difficult, he said, even if changes are required.