FTC 'Secret Shopper' Survey Shows Game Retailer Improvement

The Federal Trade Commission (FTC) released results today regarding its latest nationwide undercover secret shopper survey of electronic and video game stores. The survey, which was performed in an effort to collect data on the extent to which retailers prevent children from buying video games that have been rated by the Entertainment Software Rating Board (ESRB) as Mature, shows a decrease in the number of M-Rated (Mature) video games sold to unaccompanied children. The M rating is assigned by the ESRB to indicate that a game may be suitable for ages 17 and older. The undercover survey saw 42 percent of the secret shoppers – children between the ages of 13 and 16 – who attempted to buy an M-rated video game without a parent were able to purchase one, which is down 27 percent from 2003. The survey also found that national sellers were much more likely to restrict sales of M-rated games. Only 35 percent of the secret shoppers were able to purchase M-rated games at national sellers, compared to 63 percent at regional and local shops. The study also showed major improvements in retailers across the board in levels of "carding" underage kids who tried to buy M-rated games (an increase from 15% to 50% from 2000 to 2005), as well as a significant increase in the number of stores which provide information about the rating system to their customers (from 12% in 2000 to 44% in 2005). Reacting to today's findings, Hal Halpin, president of the IEMA, was pleased, stating, “I am exceedingly proud of our member companies and their commitment to self-regulation in stemming the sale of Mature-rated games to minors. The FTC's results very clearly indicate that the nation's leading retailers of games have steadily improved and are quickly approaching the compliance rates of the Gold Standard, movie theater owners. In the two years since our carding policy, we have made significant and tangible progress in working with our partners in the industry, with empowering and educating parents, and with those concerned with the issue. And with the industry responding in such a visible and proactive fashion, it is clear that legislative efforts are simply not required.” "The significant, across-the-board increases in retailer enforcement and education indicate strong support of ESRB ratings, particularly among national retailers, which account for 90% of total game sales," said Entertainment Software Rating Board president Patricia E. Vance. "Store policy compliance has improved three-fold since 2000 when the FTC first conducted these studies, and we will continue to work with retailers in their efforts to train store associates and educate their customers about ESRB ratings."