The issue of content is an increasing problem as the gaming
industry moves into the adult market and there is increasing
pressure on games companies to make parents are aware that their
products are no longer just for children.
The new system is known as PEGI (Pan European Game Information)
and will be voluntary. The existing UK system, now nine years old,
will be replaced – although the current BBFC-rating, which forbids
the sale of 18 or 15-rated titles to minors, will continue.
Over time, PEGI will replace national systems across Europe,
with the exception of Germany, which has its own mandatory
scheme.
The new system has two separate parts. The first is an age
rating of four distinct bands: 3-10 years, 11-14,15-17 and 18 plus.
The band will be printed on the front cover of the game.
The second part of the rating relates to content. A brief
description of the game and its contents will be printed on the
back cover so that parents can see exactly what is involved.
PEGI will be enforced mostly through self-regulation although in
the UK the Video Standards Council will monitor adherence to the
scheme.
Advertising is another difficult area for the industry. This
week, the UK Advertising Standards Authority (ASA) ruled that a
poster for the game Mortal Kombat: Deadly Alliance "condoned
violence and was irresponsible".
The poster, from London-based Midway Games, featured a scene set
inside a train carriage, showing a hooded youth wiping his bloodied
hand on the shoulder of a white, middle-aged businessman. On the
poster was a logo constructed of blades, partly covered with blood.
The ASA described the poster's image as "distressing and likely to
cause serious or widespread offence."
