Following an established trend, a Federal Trade Commission undercover shopper survey found that video game retailers continue to enforce most vigorously the ratings governing age and content that were established by the entertainment media industry.  Music CD retailers lag far behind movie theaters, as well as movie DVD and video game retailers, in preventing unaccompanied children under age 17 from purchasing entertainment intended for mature audiences.

“Our undercover shopper survey demonstrates some progress,” said David Vladeck, Director of the FTC’s Bureau of Consumer  Protection.  “But more needs to be done.”

The FTC recruited 13- to 16-year-olds, unaccompanied by a parent, to attempt to buy R-rated movie tickets, R-rated movie DVDs, unrated DVDs of movies that were R-rated when first released in theaters, music CDs carrying a Parental Advisory Label (PAL) that warns of explicit content, and video games rated “M” [by the Entertainment Software Rating Board] that may be suitable for persons age 17 and older.  Between November 2010 and January 2011, the teenagers attempted to buy these products from national and regional chain stores and theaters across the United States.

  • Music CDs. Retailers of explicit-content music demonstrated slight improvement since 2009 in enforcing the Parental Advisory Label – but still generally failed to prevent sales to minors.  Nearly two-thirds of underage shoppers (64 percent) were able to purchase CDs with this label, down from 72 percent in 2009.
  • Movie tickets. There was no statistically significant change in ratings enforcement at the movie box office.  One-third of underage shoppers bought a ticket to an R-rated movie, up slightly from 28 percent in 2009.
  • Movie DVDs. Retailers of R-rated and unrated DVDs demonstrated meaningful improvement in ratings enforcement, but there is room for more.  Thirty-eight percent of shoppers purchased R-rated DVDs, compared to 54 percent in 2009.  Forty-seven percent purchased unrated DVDs, down from 58 percent in 2009.
  • Electronic games. Thirteen percent of underage teenage shoppers were able to buy M-rated video games, a statistically significant improvement from the 20 percent purchase rate in 2009.

Full Report HERE

Update: ESRB comments on report

“We are extremely pleased to see the Federal Trade Commission confirm not only that the video game industry continues to have the highest rate of enforcement at retail, but that it continues to climb higher than before. The strong support that the ESRB ratings have enjoyed from retailers is crucial, underscoring their firm commitment to selling video games responsibly.” – Patricia Vance, president of the Entertainment Software Rating Board