EMA Lauds Video Game Ratings Enforcement Efforts8 May, 2008 By: Billy Gil
The Entertainment Merchants Association (EMA) has said the Federal Trade Commission's (FTC) latest undercover shopper survey shows video game and DVD retailers are making progress in enforcing the restrictions on ‘Mature' ratings for video and computer games and ‘R' ratings for DVDs.
“Video game and DVD retailers don't want children to be able to purchase or rent video games and DVDs that their parents do not want them to have,” said EMA president Bo Andersen. “As a result, they have made real and significant investments in enforcing the voluntary video game and motion picture ratings in their stores.”
The survey employed children to go into stores and try to buy ‘M'-rated computer and video games as well as DVDs. They were turned down 80% of the time for games and 53% of the time for DVDs, an increase of 58% for games and 29% for DVDs from the previous FTC undercover shopper survey, released in April 2007.
The survey is available at http://www.ftc.gov/opa/2008/05/secretshop.shtm.
Andersen also said the Coalition of Entertainment Retail Associations (CERTA), of which EMA is a member, has named June 2008 Entertainment Ratings & Labeling Awareness Month. As part of its awareness efforts, EMA recommends parents look at ratings before making purchases, play games or watch videos with their children and communicate about what is seen, as well as make use of parental control features on next-generation video game consoles.