You cannot turn it off thanks to the "Nanny state" broadcast rules we now have in this country.
It is against OFCOM rules to transmit (or re-transmit) any programme or film rated higher than 12+ out of watershed without the viewing PIN being locked on. It is a MANDATORY REQUIREMENT & Virgin would lose its licence to operate if you were able to turn it off.
Virgin BB TV Landline. Freeview/Freesat HD, Virgin Mobile, Tesco Mobile. Cable customer since 1993
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Just to be clear on why it's there. It was introduced as part of the agreement that Sky got to broadcast higher rated films during the day
Before PIN protection was introduced, all Sky Movie channels (as was) could only show U and PG films e.g. Hallmark daytime filler. So it's price that is paid to get 'proper' films on the channels during the day.
Because of the change in viewing habits, OFCOM did run a further consultation about the daytime PIN protections and whether channels other than Sky Cinema could use it