FTC: It's harder for kids to buy M-rated games
May 9, 2008
Positive your kid will stroll into a game retailer and walk away with a copy of GTA IV? Don't be so sure. A newly released study conducted by the FTC found that only 20% of underage shoppers were able to purchase Mature-rated games, the lowest in 8 years and down from over 40% in 2006.
The report included other forms of media, including R-rated movies, R- and Un-rated DVDs, and CDs marked with Parental Advisory Labels. Games retailers showed the biggest improvement of the lot and the best enforcement rate across the board.
Predictably, the ESRB (Entertainment Software Ratings Board) was thrilled.
"Video game retailers have clearly stepped up their efforts to enforce their store policies, and they deserve recognition for these outstanding results," said Patricia Vance, president of the ESRB, in a press statement. "We commend and applaud retailers for their strong support of the ESRB ratings, and will continue working with them to help ensure that these levels of compliance are sustained if not further increased."
The FTC's undercover 'secret shopper' study further broke down the performance of individual game retailers. GameStop topped the charts with an impressive 94% underage refusal rate, followed by Wal-Mart (82%) and Best Buy (80%). Hollywood Video claimed the bottom spot by spurning underage shoppers only 60% of the time.
The findings will undoubtedly bolster support for the embattled video game industry and should play a role in the industry's attempt to derail the newly proposed Video Games Ratings Enforcement Act, which if passed would require retailers to check ID for sales of all M- or AO-rated games or face a stiff $5,000 penalty. Representatives from the Entertainment Software Association have deemed the bill unconstitutional.
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