Our administration has worked to give parents more tools to protect their kids, to block violent programming from entering their living room with the V-chip and the rating system. We've made progress on parental screening for Internet and ratings for Internet game sites. Still, when violent entertainment made for adults is marketed to children, it undermines the rating system designed to protect them. And if you look at some of these ads, it's hard to argue with a straight face that the games were made for adults in the first place. Like the one Arthur mentioned.
Advertisements have a particular role here.
They have the power to egg children on and lure them in. Every parent knows what response a commercial for sugar cereal or the latest Star Wars toy will get from their children. People advertise because it works. They want that product and, one way or the other, they're determined to get it. There really is a gun here.