UKIE Applauds Bailey Review

June 6, 2011 -

UK video game industry trade  group UKIE issued a press statement today "welcoming" the "Bailey Review of the Commercialisation and Sexualisation of Childhood." The report emphasized the need for "responsible action" of video game developers when it comes to protecting children and the positive steps the industry has taken. In its submission to the Review (found here), UKIE pointed out the positive actions the UK video games industry is already taking to protect children. Those efforts include the introduction of the PEGI age rating system for video games, responsible advertising and online ratings efforts.  UKIE (then as ELSPA) successfully lobbied the government to "enshrine" the PEGI system in the Digital Economy Act 2010.

The video games industry offers parents various tools to make smart choices, and most console systems provide parental controls to keep adult content out of the hands of children. UKIE also says that the video game industry is continuing to improve online safety by expanding the PEGI Online system to "ensure an even safer online gaming environment for children."

On marketing and advertising, UKIE points out that the video games industry achieves a high level of advertising and marketing compliance with the ASA Code and PEGI labeling guidelines. In 2008, a survey by the ASA showed that 99 percent of video games advertisements were compliant with their advertising codes. A recent survey by PEGI to measure the compliance with the PEGI labeling guidelines found that the UK achieved a 78.9 percent compliance rate across all media, with compliance of nearly 90 percent for press advertisements and over 80 percent for TV advertisements.


 
Forgot your password?
Username :
Password :

Shout box

You're not permitted to post shouts.
WonderkarpSo Madlibs Demands? Fun game11/24/2014 - 6:01pm
Andrew EisenHackers hack Sony Pictures. Threaten to release data if their demands aren't met. Don't actually issue any demands. http://badassdigest.com/2014/11/24/sony-pictures-shut-down-by-hackers/11/24/2014 - 5:52pm
Wonderkarpi would watch that cause amc11/24/2014 - 5:06pm
MaskedPixelanteBreaking Bugs, new series now in development at AMC. A QA tester for a major game company loses his job when a game launches with major bugs and turns to cooking meth to get by.11/24/2014 - 5:03pm
WonderkarpStar Wars Spinoff is Heist Movie Maybe. Retcons Dark Forces http://www.ign.com/articles/2014/11/24/rumor-2016-star-wars-spin-off-film-is-a-heist-story11/24/2014 - 4:50pm
Wonderkarppersonally, I have no opinion other than the Ferguson Police used ridiculous amounts of force in that situation. Other than that, I wasnt there when it happened, I have zero idea what happened. so I cant say anything.11/24/2014 - 4:43pm
james_fudgeyeah :\11/24/2014 - 4:05pm
WonderkarpOh man. Grand Jury verdict coming from Ferguson11/24/2014 - 3:54pm
Wonderkarpits a nasty "Unable to locate DLC" bug, that affects PS4 owners because you cant redownload DLC without deleting your saved game. And the only way to play the game is to wipe your save. Hours wasted.11/24/2014 - 3:51pm
WonderkarpDay 7 of WWE 2k15's Game Breaking Bugs with no resolution. its as bad as the Halo Servers and Unity's Floating eyes/teeth11/24/2014 - 3:50pm
Wonderkarpgranted, looking for sage advice in youtune comments id like looking for ducks in a desert11/24/2014 - 3:34pm
Wonderkarpoh dearie me, im being harrased. wheres the colbert report when you need it! i need to plug my patreon because everything on the web is litterall11/24/2014 - 3:32pm
MonteEisen, Ya the 3D clone wars started out aweful, but it actually got really good in later seasons. Particularly AFTER Ahsoka grows up a bit and stops being annoying. I Liked how the series ended11/24/2014 - 3:23pm
Andrew EisenI rather liked First Class but while most thought Future Past was pretty good, the trailers made it look awful and I haven't seen it yet. Come to think of it, I've only seen X-Men 1 and 2 and First Class.11/24/2014 - 3:22pm
MaskedPixelantehttp://www.comicbookresources.com/?page=article&id=57310 The biggest shock here is that Bryan Singer is still attatched to direct.11/24/2014 - 3:18pm
Andrew EisenI'm a third from the top. (I stole that joke from a play I did years ago.)11/24/2014 - 3:12pm
MechaCrashUnfortunately, it is not worth the hassle to make another account named "Time" so I can post "haha, of course not" as a shout, but let's pretend I did. For art. And bad comedy.11/24/2014 - 3:11pm
MechaCrashWill our dear Mr. Hornets ever wonder why TvW videos have closed comments? Will he ask himself why anybody thought a GG blocklist needed to be made? Time will tell, my friends. Time will tell.11/24/2014 - 3:11pm
Wonderkarpwell i am a top. lol11/24/2014 - 3:10pm
Andrew EisenThe makeup sex is going to be INCREDIBLE!11/24/2014 - 3:09pm
 

Be Heard - Contact Your Politician