NCJ Number
189332
Date Published
September 2000
Length
115 pages
Annotation
This document addresses the issue of whether the movie, music recording, and computer and video game industries market and advertise products with violent content to youngsters.
Abstract
As a result of a study on this issue, motion picture, music recording, and electronic game industries have taken steps to identify content that may not be appropriate for children. The motion picture industry rates virtually all movies released in the United States, requires the age-related rating to appear in advertising, and makes some effort to review ads for rated movies to ensure that their content is suitable for general audiences. The music recording industry recommends the use of a general parental advisory label on music with “explicit content.” The electronic game industry requires games to be labeled with age- and content-based rating information and requires that the rating information appear in advertising. However, companies in those industries routinely target children under 17 as the audience for movies, music, and games that their own rating or labeling systems say are inappropriate for children and warrant parental caution due to their violent content. Moreover, children under 17 frequently are able to buy tickets to R-rated electronic games that have a parental advisory label or are restricted to an older audience. The practice of pervasive and aggressive marketing of violent movies, music, and electronic games to children undermines the credibility of the industries’ ratings and labels. Such marketing also frustrates parents’ attempts to make informed decisions about their children’s exposure to violent content. Recommendations for additional action on the part of the industries include establishing or expanding codes that prohibit target marketing to children and imposing sanctions for violations; increasing compliance at the retail level; and increasing parental understanding of the ratings and labels. 309 endnotes.