Informational Report: The Entertainment Software Rating Board By Phillip Alex Haddox June 20, 2001 Introduction The Entertainment Software Rating Board (ESRB) is a sub-division of the Interactive Digital Software Association (IDSA), a trade association of the software game industry. "The ESRB is an independent, self-regulatory entity that provides comprehensive support services to companies in the interactive entertainment software industry" (Entertainment Software Rating Board). By creating an independent review body, the ESRB hopes to avoid overbearing government legislation. The ESRB strives to prove that self-regulation of the computer game industry is possible, productive and beneficial to consumers. The government has thus far chosen to refrain from direct interference because of First Amendment issues. If the government chose to regulate games based upon their content, the action could be seen as a violation of free speech. Should the self-regulation fail to adequately protect the public, regulation of some kind would be implemented (Pitofsky, 2000). The Rating System In a prepared statement to a Senate Committee, Robert Pitofsky (2000), Chairman of the Federal Trade Commission, stated that the "game industry requires games to be labeled with age- and content-based rating information and requires that the rating information appear in advertising." The purpose of a rating system is to specify an appropriate age group for games. Parents and retailers use the rating as a guide to ensure an appropriate purchase for a child. For a rating to be assigned, the game must be reviewed by three independent evaluators. The results are tabulated by computer and edited by an ESRB employee. The ESRB employee makes the final determination on the rating. Figure 1 details the ratings and their meanings (Entertainment Software Rating Board). Web and online game sites have an identical rating system. The only distinguishing feature is the appending of "Interactive" to the rating title for online products. Figure 1 Rating Description Early Childhood (EC) Suitable for children three years and older. Everyone (E) Suitable for children six years and older. Contains minimal violence, some immature behavior and minimal crude language. Teen (T) Suitable for persons 13 years and older. Contains violent content, mild language and suggestive themes. Mature (M) Suitable for persons 17 years and older. Contains intense violent content, language and mature themes. Adults Only (AO) Suitable for adults only. Contains graphic violence, sex and language. These games are not to be played by anyone under the age of 18 Rating Pending (RP) The game is under review and has no rating as yet. Support of Ratings The adoption of a rating system to help parents select appropriate games has been welcome among consumers, government and media. "At the Congress of Delegates meeting in September [2000] in Dallas, the AAFP [American Academy of Family Physicians] encouraged its members to tell parents about the voluntary rating system for video and computer games" (Sweeny & Lapp, 2000, p. 1953). Various government agencies have taken action to enforce the ESRB rating system. "On May 23 [2000], nine U.S. senators faxed letters to Target, Kmart, Best Buy, and Circuit City demanding...sales restrictions [to minors]" (Berner, 2000). In a prepared statement before a Senate Committee, the Chairman of the Federal Trade Commission recognized the efforts of the entertainment industry. "The entertainment industries have recognized the public's concern about children's exposure to violent entertainment and have taken steps to alert parents to violent or explicit content through self-regulatory product rating or labeling programs" (Pitofsky, 2000). Computer games have even been suggested as an alternative to the violence found on television. "...parents can offer children computer games instead of denying them time in front of the TV" (Walsh, Laczniak & Carlson, 1998). Summary The Entertainment Software Rating Board is an independent, self-regulatory body established to provide ratings for computer games and web sites. The efforts to establish a self-regulating system stem from a desire to prevent governmental and legislative intrusion into the industry. The board has achieved that goal as the consumer, the media and the government generally accept the system. Bibliography Berner, R. (2000, June 19). Commentary: Want a gory game? Let's see some I.D. Business Week. Retrieved June 18, 2001, from Business Week Online on the World Wide Web: http://www.businessweek.com/ Entertainment Software Rating Board. (n.d.). New York, NY: Entertainment Software Rating Board. Retrieved June 18, 2001, on the World Wide Web: http://www.esrb.org/ Pitofsky, R. (2000, September 13). Committee on Commerce, Science, and Transportation, United States Senate. Prepared Statement of the Federal Trade Commission on Marketing Violent Entertainment to Children: A Review of Self-Regulation and Industry Practices in the Motion Picture, Music Recording, and Electronic Game Industries. Retrieved June 18, 2001, from the Federal Trade Commission on the World Wide Web: http://www.ftc.gov/os/2000/09/violencerpttest.htm Sweeny, R., & Lapp, T. (2000, November 1). AAFP urges response to violent video games. American Family Physician, 62, (9), p. 1953. Walsh, A.D., Laczniak, R.N., & Carlson, L. (1998). Mothers' preferences for regulating children's television. Journal of Advertising. Retrieved June 18, 2001, from InfoTrac Web on the World Wide Web: http://web6.infotrac.galegroup.com Have comments on this article? Send an email to feedback@cheatsearch.com! 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