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Retail

FTC study shows improvement in ESRB enforcement

Thu 21 Apr 2011 9:14am GMT / 5:14am EDT / 2:14am PDT
Retail

US secret shopper program reveals 13% of children able to buy M-rated games

A study in the US by the Federal Trade Commission (FTC) has shown a marked reduction in the number of stores selling M-rated games to under aged children.

Last time the body conducted its secret shopper survey, 20 per cent of all stores approached were willing to sell M-rated titles to young children. This year, only 13 per cent of the 13-16 year olds sent to buy the adult games were successful, reports Gamasutra. As recently as 2000, an incredible 86 per cent of all US retailers were selling M-rated titles to children.

"We are extremely pleased to see the Federal Trade Commission confirm not only that the video game industry continues to have the highest rate of enforcement at retail, but that it continues to climb higher than before," read a statement from Patricia Vance, president of US ratings body ESRB.

"The strong support that the ESRB ratings have enjoyed from retailers is crucial, underscoring their firm commitment to selling video games responsibly. We congratulate game retailers on this indisputable validation of their efforts, and commend groups like the Entertainment Merchants Association and our own ESRB Retail Council members for their ongoing work and progress in preventing the sale or rental of M-rated games to those under the age of seventeen."

Retail giant Walmart was the worst at enforcing the ESRB ratings, selling to 20 per cent of subjects. Top of the list were Target, with eight per cent, and Gamestop with nine. Retailer compliance with the ratings system is entirely voluntary.

3 Comments

Tony Johns

520 12 0.0
If that is the case, then why the F does Caliafornia try to implement a bill to fix a problem that does not exist?

Posted:3 years ago

#1

Tony Johns

520 12 0.0
Also, perhaps Australia should have an ESRB rating system, one that is NOT controlled by the government like the Australian Classification Board is.

The ESRB is better in the communication,

T stands for Teen...

E stands for Everyone...

M17+ stands for Mature

and AO18+ stands for Adults Only...

Why is it that in Australia we have an M (that is more like a T rating) and an MA15+ that says that children must be accompanied by a parent or adult gardien before viewing this game?


Also why the F is a Japanese RPG that has partial nudity rated PG in Australia while it is rated T in America and 12 in Europe?

Something is totally Féd up in the Australian Classification board, the government can't figure out how to implement the R18+ in Australia without the support of ALL Attorney Generals...and some people in the Australian Classification Board obviously have trouble trying to play a Japanese RPG and just assume it is ok for PG audience when it has girls getting half naked????

Posted:3 years ago

#2

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,287 2,507 1.1
Tony, it's called riding the scapegoat to re-election. Politicians love to look for anything they can knock on with little defense that will give the appearance that they are doing something good for the future to get them re-elected. Regardless of validity.

Posted:3 years ago

#3

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