Latest Federal Government Survey Finds Record Levels of Retailers Turning Away Children Who Attempt To Purchase R-Rated Movies and M-Rated Video Games
ENCINO, CA (March 25, 2013) … The Entertainment Merchants Association (EMA) today commended retailers for their record levels of enforcement of the video game and DVD ratings. The praise was in response to a Federal Trade Commission survey released today found that video game retailers turned away unaccompanied 13- to 16-year-olds who attempted to purchase Mature-rated games 87% of the time and turned away under-aged children who attempted to purchase R-rated or unrated DVDs 70% of the time. Video game retailers matched their historic high level of enforcement, reached in the 2011 survey, and DVD retailers achieved their highest level of enforcement in the eight surveys since 2000.
The results of the FTC survey are available at http://www.ftc.gov/opa/2013/03/mysteryshop.shtm.
“EMA is pleased to see that video game retailers are maintaining their leadership in enforcing ratings and that DVD retailers have significantly improved their ratings enforcement,” stated Mark Fisher, EMA President & CEO. “The record levels of enforcement demonstrate video game and DVD retailers’ commitment to assisting parents in managing their children’s entertainment consumption. They also show the continued effectiveness of voluntary industry efforts.”
The Entertainment Merchants Association (EMA) is the not-for-profit international trade association dedicated to advancing the interests of the $35 billion home entertainment industry. EMA-member companies operate approximately 35,000 retail outlets in the U.S. and 45,000 around the world that sell and/or rent DVDs, computer and console video games, and digitally distributed versions of these products. Membership comprises the full spectrum of retailers (from single-store specialists to multi-line mass merchants, and both brick and mortar and online stores), distributors, the home video divisions of major and independent motion picture studios, video game publishers, and other related businesses that constitute and support the home entertainment industry. EMA was established in April 2006 through the merger of the Video Software Dealers Association (VSDA) and the Interactive Entertainment Merchants Association (IEMA).
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