In 1997, the broadcasters devised a more detailed system to work in concert with the V chip. Use of the stickers is entirely voluntary. Recording companies and their artists decide when it is appropriate to apply the sticker. The National Association of Recording Merchandisers has worked with the RIAA to improve and standardize the Parental Advisory logo. NARM offers music retailers free posters and counter cards that describe the program.
Retailers voluntarily display the items in stores to help parents understand the program.
The way retailers choose to use the program are as diverse as the communities in which stores are situated. The Interactive Digital Software Association empaneled an Entertainment Software Rating Board in 1994 to review and rate interactive entertainment software. The ratings are complemented by short phrases that explain the content of the video game. Voluntary industry efforts on ratings enforcement. For many years, the Video Software Dealers Association has promoted a program called the Pledge to Parents, to educate parents about motion picture and video game ratings and to help ensure that children do not rent or buy material their parents deem inappropriate.