The issue of children's access to violent video game content has regularly been the focus of media attention. Retail Council of Canada (RCC) wants to ensure you have the knowledge and tools you need to protect your reputation as a responsible retailer who is sensitive to your customers' concerns.
The "Commitment to Parents" National Retailer Code and "Ok To Play? — Check The Ratings" consumer education campaign is the evolution of the collaborative efforts of Retail Council of Canada, the Entertainment Software Association of Canada, and the Entertainment Software Rating Board. Launched nationally in 2004, the "Commitment to Parents" program is based on a successful pilot project launched in partnership with the Government of British Columbia in 2001.
This consumer education initiative is a demonstration of Canadian retailers taking the initiative to help parents across Canada make choices that are right for their families when it comes to the purchase or rental of video and computer games.
The "Commitment to Parents" Code includes a pledge to:
- Not sell or rent games that carry an M-Mature or AO-Adults Only -rating to anyone under the age of 17 or 18 respectively,
- Display point-of-sale consumer education signage featuring the slogan, "OK to Play? — Check the Ratings," illustrating how to use the ESRB rating system, and confirming the store's policy regarding sales and rentals to minors,
- Provide training materials about the rating system to sales associates, and
- Respond promptly to consumers complaints about Code infractions.
With the "Commitment to Parents" program and the "Ok To Play?" campaign, participating retailers are doing their part, but it is ultimately up to parents to decide if a game is appropriate for their family and children. In fact, considering the fact that the vast majority of purchase decisions about games involve an adult, this program truly depends on parental responsibility to accomplish its ultimate goal of ensuring that the games their kids play are age-appropriate.
> To view the Commitment to Parents National Retailer Code, click here.
> To view examples of "OK to Play?" signage, click here.
If you are interested in becoming a Commitment to Parents retailer or would like more information, contact Lanny McInnes toll free at (888) 254-1654; e-mail: lmcinnes@retailcouncil.org.