WASHINGTON -- President Bill Clinton this month ordered a study on the advertising of violent entertainment products to children. The Federal Trade Commission and the Department of Justice will spend $1 million and 18 months on "whether and how the video-game, motion-picture and recording industries" market this material to children, according to a White House background paper.
at doesn't make it right." Addressing entertainment companies, he said, "Don't make young people want what your own rating systems say they shouldn't have. The time has come to show some restraint, even if it has a short-term impact on the bottom line."
There was immediate fall-out from the president's action:
The National Association of Theater Owners promised that it would require photo identification from youths seeking admission to R-rated movies.
The Interactive Digital Software Association is looking for ways to discourage the improper placement of game ads with excessive violence.
The American Medical Association spoke out against "the excessive portrayal of violence in the entertainment industry" and distributed 60,000 copies of "The Physicians Guide to Media Violence."
The Video Software Dealers Association is strengthening its Pledge to Parents Program, encouraging retailers to apply age restrictions on rated movies, and providing member retailers with information and posters about movie and game ratings.