IMEA Plans Ratings Enforcement

With a number of different groups currently campaigning against violence and racism in games the US retail trade body, the Interactive Entertainment Merchant’s Association, has announced plans to prevent sales of ‘M’ for mature rated gamers to children. By next Christmas the IEMA plans to implement a system that would require ID checks at point of sale for all M-rated titles, which should not be sold to those under 17 years of age. IEMA members account for around 85% of all videogame sales in the US. In other ratings related news an independent study has found that parents in the US overwhelmingly approve of the ratings system offered by the Entertainment Software Ratings Board (ESRB), with researchers from Hart Research summarizing that, "The tastes and values of ESRB raters consistently and reliably match those of American parents." Also today, officials from the National Institute on Media and the Family have announced plans to unveil its MediaWise Video Game Report Card in coordination with Senators Joe Lieberman and Herb Kohl, and Congresswoman Betty McCollum. This year's release includes a survey of students' prevalence of video game playing; parents' understanding of the ratings; and children's use and purchase of M-rated games.