Video Game and DVD Retailer Association Hails 'Major Improvement' in Ratings Enforcement by Retailers

Federal Trade Commission Cites Significant Progress, EMA Agrees

Continued Improvement is Needed

May 08, 2008, 01:00 ET from Entertainment Merchants Association (EMA)

    ENCINO, Calif., May 8 /PRNewswire-USNewswire/ -- The Entertainment
 Merchants Association (EMA), which represents the retailers of video and
 computer games and DVDs, said that the results of the latest "undercover
 shopper" survey by the Federal Trade Commission (FTC) shows that video game
 and DVD retailers are continuing to make significant progress in increasing
 the enforcement of the "Mature" rating for video and computer games and the
 "R" rating 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," noted 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 FTC's latest 'undercover
 shopper' survey demonstrates that these investments are producing strong
 results, as enforcement rates continue to increase."
     The FTC's "undercover shopper" survey released today
 ( indicates that children
 the federal agency sent into stores to buy Mature-rated computer and video
 games were turned down 80% of the time and that those sent into stores to
 purchase R-rated movies were turned down 53% of the time. The turn-down
 rate for video games increased from 58% in the previous FTC "undercover
 shopper" survey, which was released in April 2007, and was up from 16% in
 the first survey, conducted in 2000. The turn-down rate for R-rated movies
 increased from 29% in the survey released last year.
     "While we are pleased with the progress that has been made in ratings
 enforcement, retailers still are not where they want to be as an industry,"
 Andersen said. "EMA will continue to work with its members to increase
 video game and DVD ratings enforcement to even higher levels."
     For more information, please contact:
     Sean Bersell, Vice President, Public Affairs
     Entertainment Merchants Association (EMA)
     818-728-8663 or sbersell at

SOURCE Entertainment Merchants Association (EMA)