Video Stores Help Parents Wi th Ratings by Bo Andersen een President, The Video Software Dealers Association (NAPSA)—To educate parents about the rating systems for movies and video gamesandlet them know that video stores are committed to helping parents control their chil- dren’s access to movies and video games the parents deem inappropriate for them, the Video Software Dealers Association’s (VSDA) kicked off a special initiative for rat- ings awarenessin June. The organization is encouraging parents to visit the video stores where they are members and update the restrictions they have placed on their children’s ability to rent and buy videos and video games. Throughout the summer, children will be visiting their neighborhood video stores to rent the latest hit movies and video games. As family-friendly businesses, video stores want to make sure children receive the kind of entertainment their parents want them to have. So this is an excellent time for parents to make sure that their video stores are aware of the restrictions they want in place for their children. As a first step, VSDA encourages parents to learn about the motion picture and video game ratings systems. These rating sys- tems evaluate the content of movies and video games and advise consumers about material in them that parents might find inappropriate for their children, such as coarse language, nudity, violence and drug use. The rating and labeling systems are guides and warnings for parents and are not intended to provide definitive value judgments on the products, nor do they havethe force of law. Details of the rating systems can be found on the Internet at www.parentalguide.org or by phone at 1-800-771-3772 (video gamesonly). Most video stores have programs that allow parents to limit the videos and video gamestheir children can rent and buy. Therestric- tions are usually based on industry ratings of the movies and video games. Most video stores will not rent a movie rated “R” (for “Restricted”) or a video game rated “M”(for “Mature”) to anyone under 17 without a parent’s permission. Parents should take a few moments the next time they are in their video store to review the restrictions they have placed on their children’s access to movies and video games. If there are no restrictions in place, and you wish to have some, or if the restrictions are out-of-date, now is a good timeto inform the video store of your wishes. If your store doesn’t have a ratings enforcement policy, we urge you to tell the manager that you would appreciate it if they would adopt one. Through its Pledge To Parents program, VSDA provides materials and guidance to video stores to assist them in establishing and implementing ratings education and enforcement programs. * Crossan “Bo” Andersen has been president of the Video Software Dealers Association since 1999. Previously, he was a legal director for the Motion Picture Association of America and an Assistant United States Attorney and a trial attorney with the U.S. Department of Justice. Established in 1981, the VSDA is a not-for-profit international trade association representing over 1,700 companies. Members include video and video game retailers, home video divisions of major and independent motion picture studios and other related businesses. The Association represents the legislative interests of its members and publishes weekly VHS, DVD andvideo game rental revenue and top-ten data as well as an annual report of industry statistics and research. It can be contacted at 1-800-955-VSDAor vsdaoffice@usda.org.
