April 12, 2007
Bo Andersen, President of the Entertainment Merchants Association (EMA), the trade association representing video game retailers, has joined industry colleagues in weighing in on today's FTC report:We are very gratified, but frankly not surprised, by the FTC's findings that video game retailers have demonstrably and significantly increased the level of enforcement of the 'Mature' rating for video games at the point of sale. Retailers have improved their enforcement of store policies restricting the sale of Mature-rated games by 362% - from a 16% to a 58% turn-down rate - since the FTC's first shopping survey in 2000 and almost doubled the turn-down rate since the last survey in the fall of 2003.
Retailers have honed their focus on video game ratings enforcement and invested heavily in ensuring widespread adoption of video game ratings enforcement... The FTC also highlighted several other areas that need the attention of video game and DVD retailers. EMA is committed to examining these recommendations closely and encouraging retailer adoption of the recommendations, where appropriate.
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