This is speculation but I think the idea is that pages are classified
on an "objective" basis, on several scales. For illustration these
might be scales of 1 to 10 for language, nudity and violence. The
numbers are universal because they are "objective". The country
profiles then use this "objective" information to deliver a
country specific rating for each page. Profiles could be like
the following:
Country A
rating level language nudity violence
A <= 2 <= 0 <= 1
B <= 4 <= 1 <= 2
C <= 5 <= 2 <= 3
Country B
rating level language nudity violence
G <= 1 <= 2 <= 3
PG <= 2 <= 4 <= 6
M <= 4 <= 8 <=10
However I'm convinced it won't work, even with country profiles.
BTW US news sites have recently decided not to rate their sites.
I'm still debating with myself if it would be worthwile developing
a mathematical proof of the impossibility of developing a useable
universal rating content system.
Michael.