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Proposal to Regulate M-Rated Games Uncovered
6:00 AM | Lucian Fong | Comment on this story
Even as Gamecenter is closing its doors, the news hounds are still hard at work. Late last Friday, Gamecenter obtained a document authored by the IDSA (Interactive Digital Software Association) which is titled "Draft Guidelines Addressing Marketing Of Mature Rated Games To Persons Under 17". This document outlines a proposal to place stringent restrictions on the way M-rated games are marketed. Here is an analysis of the different market segments made by the authors of the proposal: Print (including game publications): Ads for Mature-rated games may not be placed in magazines where 45 percent or more of the readers are under 17.
Analysis: By our count, there are only three magazines in the industry whose audience does not fit this profile.
TV advertising: Ads for Mature-rated games may not be placed on programs where 35 percent or more of the viewers are under 17.
Analysis: By this definition, a game such as Resident Evil could not be advertised on MTV.
Internet ads: Paid ads for M-rated games shall not be placed on Web sites where 45 percent or more of the visitors are under 17.
Analysis: The document states that Media Metrix data will be used to establish the demographic of Web site audiences. Considering how many fan sites are too small for Media Metrix to measure, this could make it impossible for any independent sites to secure advertising revenue. According to GameCenter, this document is to be presented to the United States Federal Trade Commission. This seems to be related to the recent use of the video game industry as a scapegoat for the wave of violent outbursts by teenagers. Strangely enough, this discovery was made shortly after the Office of the Surgeon General released a report that stated in part that media violence does not seem to trigger violent behavior in adolescents compared to other factors such as poverty or childhood physical abuse.
Head to GameCenter for the rest of their analysis and a copy of the proposal. Be sure to voice your opinion on our forums: should Mature-rated games be treated like R-rated films in this fashion, even though they contain no foul language or nudity? Would this regulation really effect the game industry, or would it in certain cases increase the allure of Mature-rated games to minors -- an effect mirrored in the movie industry as well?
 IDSA poised to regulate marketing of M-rated games?
IDSA Proposal
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