Violence Essay Research Paper Title Industry Slow

Violence Essay, Research Paper

Title: Industry Slow To Reform Marketing Violence To Kids. (cover

story)

Subject(s): VIOLENCE in mass media — United States; SOUND recording

industry — United States; ADVERTISING & youth — United States;

UNITED States. — Federal Trade Commission; LIEBERMAN, Joseph —

Political & social views

Source: Billboard, 05/05/2001, Vol. 113 Issue 18, p1, 2p, 1c

Author(s): Holland, Bill

Abstract: Looks at reaction to a follow-up study released by the

United States Federal Trade Commission (FTC) which criticized the

record industry for not offering reforms to prevent the marketing of

violent products to children. Comment from Senator Joseph Lieberman

about the Recording Industry Association of America; Information about

a bill the would authorize the FTC to monitor and fine entertainment

industries that deceptively market adult-rated material to children;

AN: 4382343

ISSN: 0006-2510

Database: Academic Search Premier

Best Part

INDUSTRY SLOW TO REFORM MARKETING VIOLENCE TO KIDS

Dateline: WASHINGTON, D.C.

Officials from mental health, children’s, and public interest groups

made scathing indictments of record industry officials after the

Federal Trade Commission (FTC) issued an April 24 follow-up study

lambasting the industry for not making reforms to prevent the

marketing of violent product to children.

“I’m surprised and disappointed in the record industry,” Sen. Joseph

Lieberman, D-Conn., told Billboard April 26 after the announcement of

a bill, co-sponsored by former first lady and Sen. Hillary Clinton,

D-N.Y., and Herb Kohl, D-Wis., that would authorize the FTC to monitor

and fine entertainment industries that deceptively market adult-rated

material to children. “Especially since the two other industries, the

movie studios and the video-game industry, have made strides to

improve their marketing in the last six months.”

Lieberman said the Recording Industry Assn. of America (RIAA) has

“sadly been MIA” – i.e., missing in action.

“Six months [after the FTC report], we can see who has responded to

the report and who has failed to answer the call,” Clinton said at the

joint announcement of the bill. “We are basing this [bill] on a very

simple premise: If you label something as inappropriate for children,

then you go out and try to entice our children to buy your product or

see it, you have engaged in false and deceptive advertising.”

The bill, if passed, would give the FTC the authority to penalize

companies with civil fines of up to $11,000 per offense.

RIAA senior executive VP and general counsel Cary Sherman commented

that the bill “raises serious constitutional red flags” and “would

have the unintentional result of discouraging participation” in the

industry’s voluntary stickering program.

That announcement of the bill follows an April 24 statement from the

chairman of the Commerce Committee, Sen. John McCain, R-Ariz., and

Sens. Ernest Hollings, D-S.C.; Sam Brownback, R-Kan.; and Max Cleland,

D-Ga., critical that the industry stopped short of legislative remedy.

The FTC’s “snapshot” update looked at what had changed since its

initial September 2000 report on violence and media (Billboard, Sept.

23). The FTC found that the movie and video-game industries had

instituted reforms but that the record industry had not made good on

promises.

Andrew Schwartzman, president of public interest law firm the Media

Access Group, believes the industry has brought the criticism upon

itself. “There is a difference between what one has a right to do and

what is socially responsible,” he says. “It appears they have targeted

a mass audience for this material, and then they’re ‘horrified’ when

it’s discovered what they’ve done. They’re being duplicitous – in the

end, they’re lying.”

He continues, “They say they’re not marketing to kids, but they are.

If they say one thing and do another, some people are going to argue

that that’s an unfair trade practice in violation of the law. So

they’re going to have to accept the consequences, and the consequences

are going to be contrary to artists’ interests and their own long-term

interests.”

Jeff McIntyre, federal affairs officer for the American Psychological

Assn., says, “Basically, it’s cowardly if you’re not going to stand

behind your word and not believe in your artists’ product enough to

make sales without having to back down behind Congress’s back and then

target this stuff at preadolescents.”

Dr. Michael Rich, spokesman for the American Pediatric Assn.’s

committee on education, says he’s not surprised by the FTC’s findings.

“I didn’t get a sense from [RIAA president Hilary Rosen's] testimony

at the original hearing in the fall, or from what has happened since,

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