The Entertainment Merchants Association (EMA) today applauded the efforts of retailers in the United States for continuing to show record levels of enforcement of video game and DVD ratings. The praise comes in response to the results of a Federal Trade Commission survey released today. That survey found that video game retailers turned away unaccompanied 13- to 16-year-olds who attempted to purchase Mature-rated games 87 percent of the time and turned away under-aged children who attempted to purchase R-rated or unrated DVDs 70 percent of the time.
Video game retailers matched their historic high level of enforcement, reached in the 2011 survey, and DVD retailers achieved their highest level of enforcement in the eight surveys since 2000. You can find out more about the results in this story.
"EMA is pleased to see that video game retailers are maintaining their leadership in enforcing ratings and that DVD retailers have significantly improved their ratings enforcement," stated Mark Fisher, EMA President & CEO. "The record levels of enforcement demonstrate video game and DVD retailers’ commitment to assisting parents in managing their children’s entertainment consumption. They also show the continued effectiveness of voluntary industry efforts."
The EMA is the not-for-profit international trade association that represents the interests of the $35 billion home entertainment industry. You can learn more about the group at www.entmerch.org.