A content item apparatus comprises a content data receiver (201) for receiving first context data and first content characterising data for a content item. A decision structure processor (205) provides a content handling decision structure associating context data and content characteristics data with content handling executable actions in response to a user preference profile. The content handling decision structure also reflects allowable interrelations between content handling actions. An inference processor (203) generates a set of executable handling actions for the content item by evaluating the content handling decision structure in response to the first context data and the first content characterising data and a device distribution interface (209) generates content handling data for the content item where the content handling data comprises the set of executable actions. An exception processor (217) may override actions of the inference processor (203) in response to exception rules. The invention may provide improved automated content handling.