Only parents, not government, should have that power. For almost 32 years, we have been monitoring parents reaction to movie ratings. In the latest of annual surveys conducted by the Opinion Research Corporation of Princeton New Jersey, with 2,300 respondents, the rating system got an an all-time high in parental endorsement. Nothing lasts 32 years in this volatile marketplace unless it is providing a benefit to the people it aims to serve. Moreover, we have stepped up our efforts to make information about ratings available to parents in many different locales.
All advertising carries the rating and a legend that defines that rating category.
Reviews of just about movie released appear in publications and on television. There is no scarcity of ratings advice for parents. For almost 32 years the movie industry has been the only segment of our national marketplace, including all business enterprises, that voluntarily turns away revenues in order to redeem the pledge we have made to parents. No other non-entertainment American enterprise can make that statement. MPAA member companies have adopted and put in place an industry code of conduct which governs the marketing of films.