ERIC Number: ED445294
Record Type: Non-Journal
Publication Date: 2000-Sep
Reference Count: N/A
Marketing Violent Entertainment to Children: A Review of Self-Regulation and Industry Practices in the Motion Picture, Music Recording & Electronic Game Industries [with] Appendices A-K. Report.
Federal Trade Commission, Washington, DC.
In June of 1999, President Clinton empowered the Federal Trade Commission to study whether movie, music recording, and computer and video game industries were advertising products with violent content to youngsters. Specifically he raised two questions: Do these industries promote products they themselves acknowledge warrant parental caution in venues where children make up a substantial percentage of the audience? And are these advertisements intended to attract children and teenagers? The FTC designed a study to provide information to three groups of decision-makers: (1) elected officials and policymakers, (2) the entertainment media industries, and (3) parents. The report of this study is divided into seven sections. Section One is "Introduction." Section Two, "The Motion Picture Industry Self-Regulatory System," describes the rating process and advertising placement standards. Section Three, "Marketing Movies to Children," discusses the rating of films. Section Four, "The Music Recording Industry Parental Advisory Labeling Program," discusses labeling systems. Section Five, "Marketing Music Recordings to Children," addresses advertising. Section Six, "The Electronic Game Industry Self-Regulatory System," reviews game regulatory systems. Section Seven, "Marketing Electronic Games to Children," explains marketing of games. Section Eight, "Conclusion," argues whether the industry should expand codes that prohibit target marketing. The study found that members of the motion picture, music recording, and electronic game industries routinely target children under 17 as the audience for movies, music, and games that they themselves acknowledge are inappropriate for children or warrant parental caution due to their level of violence content. Three recommendations are made in the report: (1) the industries under review should establish or expand codes that prohibit target marketing and impose sanctions for violations; (2) the industries should improve self-regulatory system compliance at the retail level; and (3) the industries should increase parental awareness of the ratings and labels. A separate book includes 11 appendixes. (Author/JDM)
Publication Type: Reports - Evaluative
Education Level: N/A
Authoring Institution: Federal Trade Commission, Washington, DC.