It is a notice to parents that recordings identified with the logo contain strong language or depictions of violence, sex or substance abuse.
Parental discretion is advised.
The label is a non-removable logo that record companies voluntarily place on products to better inform consumers and retailers while also protecting the rights of artists. The decision to label a particular sound recording is made by each record company in conjunction with the artist. The industry as a whole and its individual companies take this program seriously. It's not the labels kids look for, it's the music. Independent research shows kids put limited weight on lyrics in deciding which music they like, caring more about rhythm and melody.