The Digital Media Association (DiMA), Entertainment Merchants Association (EMA), National Association of Recording Merchandisers (NARM), and National Association of Theatre Owners declare June to be "Entertainment Ratings and Labeling Awareness Month." June has been proclaimed "Entertainment Ratings and Labeling Awareness Month" by the groups since 2004. The participating organizations are encouraging movie theaters, and retailers of movies, music, and video games to highlight the importance of ratings systems to their customers.
The idea of the campaign is to let consumers know about how the ratings systems work to keep inappropriate material from being sold to the wrong age groups. It also encourages retailers to review their ratings and labeling education and enforcement policies and to reemphasize those policies to their employees.
For more details on the month-long initiative, check out www.ERLAM.org.