ESRB Enhances Enforcements

As more parents are concerned about violent video games, it is not surprising that the Entertainment Software Rating Board would respond to this by introducing a stricter policy appealing to parents (Read: the people who tend to pay for the games).

Therefore, the ESRB has strengthen its policies, and askes members of the ESRB Retail Council (inclusive of most large store chains, such as Best Buy, Target, Circuit City, Wal-Mart) to reinforce this new initiative.

Its nine points are:

1. Displaying signage in stores describing the ESRB rating system for computer and video games and retailer's store policy restricting the sale and rental of M (Mature) and AO (Adults only) rated games

2. Enforcing retailer's store policy not to sell or rent M (Mature) or AO (Adults Only) rated computer and video games to customers under the age of 17 or 19 respectively

3. Providing training for store associates on the ESRB rating system and the store policy so that they can better assist customers

4. Participating in at least two ERC mystery shopper audits each year measuring the level of store policy enforcement and the display of ESRB rating and store policy signage

5. Resolving complaints received directly from customers, or forwarded from ESRB's website (www.ESRB.org), arising from an ERC member's non-compliance with their store policy not to sell or rent M (Mature) and AO (Adults Only) rated games to children under the age of 17 or 18 respectively by providing a full refund or an exchange for an age-appropriate game to the customer

6. Providing ESRB ratings in circulars, on retailer websites, and in other vehicles ERC retail members use to promote computer and video games

7. Sharing best practices about ESRB rating information and store policy enforcement with other ERC members

8. Appointing a management-level representative from each ERC member company to serve on the ERC and participate in meetings to discuss and implement ERC policy within their respective organization

9. Collectively reporting and publicly making available the status of priority initiatives at least once per calendar year.

Displaying signs and better informing both parents, salespeople, and children is in hopes of keeping minors away from inappropriate games. Also, parents have the final say, allowing them to return games.