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Game Industry Leads In Restricting Mature Products From Children
According to a new report released to Congress today by the Federal Trade Commission (FTC), the U.S. video game industry “outpaces” other forms of entertainment in restricting access of mature-rated products to children through rating labels on packaging as well as retail restrictions. In fact, the FTC found that 80 percent of mature-rated game sales to minors are prevented through these efforts.
"The computer and video game industry leads all others in ensuring its products are marketed appropriately and is the gold standard for others to follow," said Michael D. Gallagher, president and CEO of the Entertainment Software Association. "Today's FTC report is a strong acknowledgement and validation that industry-led, self-regulation efforts are the best way to provide parents and retailers with the resources and support they need to keep our kids' entertainment experiences suitable."
The agency also accredits the Entertainment Software Rating Board (ESRB) for online ratings to provide parents with more detailed information on what to expect in the game’s their kids are playing. The FTC said the video game industry “continues to do an excellent job of clearly and prominently disclosing rating information.”
Other FTC findings in the report include:
- "Of the three entertainment sectors, the electronic game industry continues to have the strongest self-regulatory code." In addition, "compliance with [that] code was high in all media."
- "The electronic game industry also performed well with respect to prominent disclosure of rating information in ads and retailer websites."
- "Retailers are strongly enforcing age restrictions on the sale of M-rated games, with an average denial rate of 80%." Also, "nearly all retailers use systems to prompt cashiers to request photo ID."
- "The Commission found no evidence of M-rated game ads on television programs with a substantial youth audience that aired prior to 10:00 p.m. and a decrease in the number of M-rated game ads on websites highly popular with teens or children."
- "Overall, the Commission uncovered little evidence of inappropriate target marketing through the traditional media."
Great job, industry! Now all we need is for parents to work on their own regulation practices and keep an eye on what their kids are playing.
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