Video Retailers Nationwide Launch A Pledge To Parents Program to Help Parents Make Best Entertainment Choices For Family
Program Promotes Message That Home Video Offers Parents Control Over Content The nation's video stores have renewed their commitment to serving their communities and are taking action to help parents make intelligent, well-informed home entertainment (movie and video game) choices for their children. The video stores' Pledge To Parents program provides ratings information about movies and video games and allows parents to contract with their neighborhood video store to control what types of videos and video games their children may or may not rent or buy. Under the direction of the Video Software Dealers Association (VSDA), the international trade association representing the $17 billion home video industry, video stores across the country are participating in the industry's Pledge To Parents program. Created to make parents more aware of and better utilize movie and video game ratings, this program aids parents in making more informed choices for their families when a video or video game is rented or purchased. Additionally, VSDA has strongly encouraged all video retailers to check IDs whenever appropriate. Established by the VSDA in 1991, the Pledge To Parents program uses the popular-with-parents movie and video game content ratings (a voluntary entertainment industry system) to prevent minors from renting or buying videos deemed inappropriate by their parents. A recent poll found 76 percent of parents with children under 13 years old find the age-based movie ratings helpful. Recent tragic incidents of youth violence have raised the issue of the impact of violent videos and video games on our nation's youth. ""Video retailers have long recognized the need to be responsive to the desires of parents when family members rent and buy video products in their stores,"" said VSDA President Crossan ""Bo"" Andersen. ""We want consumers to know that home video offers them more control over their family's entertainment choices than any other movie delivery system. More than movie theaters, more than cable and more than broadcast television. Hence, the slogan of our program is `Home Video: You're In Control.'"" This month, the Pledge To Parents program materials were distributed to thousands of video retail members nationwide, providing member video retailers with a new set of educational tools, including movie and video game ratings posters, store signage and customer contracts to aid retailers' communication with parents and to support retailers' voluntary enforcement of movie and video game ratings. The centerpiece of Pledge To Parents is the following pledge by retailers: 1. It is the policy of this store not to rent or sell videotapes or video games designated as ""restricted"" to persons under the age of 17 without parental consent, including all movies rated ""R"" by the Motion Picture Association of America (MPAA) and all video games rated ""M"" by the Entertainment Software Ratings Board (ESRB). 2. It is the policy of this store not to rent or sell videotapes rated ""NC-17"" by the MPAA or video games rated ""Adults Only"" by the ESRB to persons age 17 or under. VSDA's Pledge To Parents program also provides a mechanism for allowing rentals of restricted materials to minors only when the parents have specifically authorized it. For example, many video stores are soliciting from customers written instructions regarding what types of movies and video games can be rented or purchased by family members, and what types of content they don't want their children renting. This information is kept on file within the store, and is noted at the cash register when customers rent or buy videos. For instance, a customer can limit all of his or her children, regardless of age, to videos rated ""G"" by MPAA, or indicate that one child is permitted to rent ""PG"" movies while another can rent ""PG-13."" ""Video stores are doing their part to make sure that children view only what their parents believe is right for each child,"" added Andersen. ""Of course, the program can only work if parents utilize this opportunity to make their wishes known to their local video store. Remember, with home video, you're in control."" Individuals with questions about the Pledge To Parents program are encouraged to contact their local video store or call VSDA at 818 385 1500. Established in 1981, the Video Software Dealers Association (VSDA) is a not-for-profit international trade association for the $17 billion home entertainment industry. VSDA represents over 3,000 companies throughout the United States, Canada, and 22 other countries. Membership comprises the full spectrum of video retailers (both independents and large chains), a well as the home video divisions of all major and independent motion picture studios, video game and multimedia producers, and other related businesses, which constitute and support the home video entertainment industry. For more information, contact Video Software Dealers Association, Kelli Clayton Warren, 818 385 1500, Ext. 223.