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Marketing Violent Entertainmentto Children:
 A Fifth Follow-up Review ofIndustry Practices in the Motion Picture,Music Recording & Electronic Game Industries
A Report to Congress
Federal Trade Commission
April 2007
 
FEDERAL TRADE COMMISSION
DeborahPlattMajorasChairmanPamelaJonesHarbourCommissionerJonLeibowitzCommissioner WilliamE.KovacicCommissioner J.ThomasRosch
Commissioner 
Report Contributors
RichardF.Kelly,BureauofConsumerProtection,DivisionofAdvertisingPracticesKeithR.Fentonmiller,BureauofConsumerProtection,DivisionofAdvertisingPracticesCarolJennings,BureauofConsumerProtection,DivisionofAdvertisingPracticesRichardQuaresima,AssistantDirector,BureauofConsumerProtection,DivisionofAdvertisingPracticesMaryK.Engle,AssociateDirector,BureauofConsumerProtection,DivisionofAdvertisingPractices
Research Assistance
ManojHastak,BureauofConsumerProtection,DivisionofAdvertisingPracticesJosephMulholland,BureauofEconomics,DivisionofConsumerProtectionBrendanCunningham,BureauofEconomics,DivisionofConsumerProtectionDianaFinegold,BureauofConsumerProtection,DivisionofAdvertisingPracticesKatherineZownir,BureauofConsumerProtection,DivisionofAdvertisingPractices
 Advertising Review
SallieSchools,BureauofConsumerProtection,DivisionofAdvertisingPracticesAineFarrell,BureauofConsumerProtection,DivisionofAdvertisingPracticesLynneColbert,BureauofConsumerProtection,DivisionofAdvertisingPracticesMonicaWilson,BureauofConsumerProtection,DivisionofAdvertisingPracticesRachelLang,BureauofConsumerProtection,DivisionofAdvertisingPracticesWesleyRomeiser,BureauofConsumerProtection,DivisionofAdvertisingPractices
CommissionerRoschdidnotparticipatebyreasonofrecusal.
WithspecialthankstoDawneHolz,DivisionofBusinessandConsumerEducation,forformattingthisReportfor publication.
 
Contents
EXECUTIVE SUMMARY ........................................................................................................................iI. INTRODUCTION ..............................................................................................................................1
A.CommissionReportsonMarketingViolentEntertainmenttoChildren.......................................1B.SourcesofInformationforthisReport..........................................................................................2
II. MOTION PICTURES ........................................................................................................................2
A.CommentsonCurrentRatingSystem...........................................................................................2B.RestrictionsonMarketingtoChildren:AdvertisingPlacement...................................................41.Televisionads.........................................................................................................................42.Printads..................................................................................................................................53.Newmediaandmarketingmethods.......................................................................................6C.DisclosureofRatingsandReasonsforRatingsinAds.................................................................7D.IndustryEffortstoEnforceRatingSysteminTheatersandatPoint-of-Sale................................8
1.Boxofceenforcementoftheratingsystem
..........................................................................82.Homevideoretailersandonlinesellers.................................................................................83.DVDvendingkiosks............................................................................................................10E.AnalysisofCurrentIndustryPractices........................................................................................10
III. MUSIC RECORDINGS ..................................................................................................................11
A.CommentsontheCurrentRatingSystem..................................................................................11B.RestrictionsonMarketingtoChildren:AdvertisingPlacement...............................................131.Televisionads.......................................................................................................................132.Printads................................................................................................................................133.Newmediaandmarketingmethods.....................................................................................13C.DisclosureofAdvisoryLabelsandReasonsforLabelsinAds...................................................15D.IndustryEffortstoEnforcetheRatingSystematPoint-of-Sale.................................................16E.AnalysisofCurrentIndustryPractices.......................................................................................16
IV. ELECTRONIC GAMES .................................................................................................................17
A.CommentsonCurrentRatingSystem.........................................................................................17B.RestrictionsonMarketingtoChildren:AdPlacement..............................................................201.Televisionads.......................................................................................................................202.Printads................................................................................................................................213.Newmediaandmarketingmethods.....................................................................................21C.DisclosureofRatingsandReasonsforRatingsinAds...............................................................22D.IndustryEffortstoEnforcetheRatingSystematPoint-of-Sale.................................................231.Mysteryshops......................................................................................................................232.Mobilephonegames............................................................................................................24E.AnalysisofCurrentIndustryPractices.......................................................................................24
V. THE COMMISSION’S 2006 PARENT-CHILD SURVEY ON VIDEO GAME RATINGS .....25
A.Background..................................................................................................................................25B.Results.........................................................................................................................................271.Awarenessanduse................................................................................................................272.Parentalmonitoringofvideogamepurchases,rentals,andplay.........................................283.ParentalsatisfactionandagreementwithESRBratings......................................................29C.AnalysisofSurveyFindings.......................................................................................................30
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