Principles and Guidelines for Responsible Advertising Practices

INTRODUCTION

These procedures and the accompanying Principles and Guidelines for Responsible Advertising Practices (“Principles and Guidelines”) went into effect on March 16, 2006.

 

SCOPE OF THE PRINCIPLES AND GUIDELINES

The interactive entertainment software industry has granted ARC the oversight and enforcement authority to analyze and evaluate all “qualifying advertising” for compliance with the Principles and Guidelines. Such oversight and enforcement may occur through company-initiated prior reviews, ARC monitoring and review or third party complaints.

 

The term “qualifying advertising” shall mean all forms of interactive entertainment software advertising, i.e., all commercial messages and/or marketing materials related to the promotion or sale of a product or service which (a) is directed at consumers within the United States and (b) is contained in or disseminated through any and all media now known or hereafter to become known, including but not limited to printed matter, packaging and box art, pictures, photographs, symbols, graphics, videos, visual images, online, television, radio, home video, outdoor, in-flight, in-theater, demo and trailer advertising of any kind or any combination thereof.

 

All materials produced and distributed by a company for promotional purposes (including demos or trailers), regardless of whether media placement was paid for, will be considered a "qualifying advertisement" and subject to the same standards and review.

 

Editorial content is not subject to review by the Advertising Review Council. ARC views editorial content as including, but not limited to, game reviews, news stories, TV series and specials, etc. that a company did not produce, underwrite, sponsor, or pay for a third party to produce (i.e., money, barter, or other consideration of value).

 

The requirements in the Principles and Guidelines do not apply to corporate image, corporate promotional advertising or any advertisements or promotions directed solely to the trade.

 

Principles and Guidelines for Responsible Advertising Practices

When conducting a compliance review, ARC will examine whether an advertisement meets and adheres to these Principles and Guidelines and in so doing will apply these Principles and Guidelines in the spirit as well as the letter. Although all advertising will be reviewed in the context of the general public, these Principles and Guidelines are factors to be considered by ARC; the scope and weight of each factor shall vary on a case-by-case basis in accordance with the demographic for which each product and its associated advertising, is intended and in relation to the advertising medium involved.

PRINCIPLES

1. An advertisement should accurately reflect the nature and content of the product it represents and the rating issued (i.e., an advertisement should not mislead the consumer as to the product’s true character).
2. An advertisement should not glamorize or exploit the ESRB rating of a product.
3. All advertisements should be created with a sense of responsibility toward the public.
4. No advertisement should contain any content that is likely to cause serious or widespread offense to the average consumer.
5. Companies must not specifically target advertising for entertainment software products rated “Teen,” “Mature” or “Adults Only” to consumers for whom the product is not rated as appropriate.

 

GUIDELINES

In applying the above Principles when evaluating advertisements, ARC will focus on the following core Guidelines. The scope and weight of each Guideline shall vary on a case-by-case basis in accordance with the demographic for which each product and its associated advertising, is intended and in relation to the advertising medium involved. While the Principles set forth the scope of ARC’s review, the Guidelines are general parameters intended to further assist companies in providing responsible, appropriate, and accurate advertising. These Guidelines are not intended to restrict or impede creative and/or innovative advertising. Rather, the following areas merely highlight certain types of content that publishers should avoid when creating advertisements.

 

1. ESRB Ratings and Truth and Accuracy in Advertising

• Misrepresentations regarding the character and/or rating of a product
• Inaccurate or false content
• Exploitation of an ESRB rating

 

2. Violence

• Graphic and/or excessive depictions of violence
• Graphic and/or violent depictions of the use of weapons
• Graphic and/or excessive depictions of blood and/or gore
• Allusions or depictions of acts of verbal or physical abuse toward children
• Allusions or depictions of violent or degrading behavior toward women
• Allusions or depictions of torture or other violent acts toward animals
• Allusions or depictions of torture, mutilation or sadism
• Violence toward a political or public figure
• Allusions or depictions of acts of arson or fire play

 

3. Sex

• Allusions to or depictions of acts of sexual violence
• Allusions or depictions of necrophilia or any other sexual acts
• Graphic and/or excessive depictions of nudity or sexual situations
• Ridicule, references to or portrayals of individuals with sexually transmitted disease

 

4. Alcohol and Drugs

• References to illicit drug use and/or depictions of illicit drugs and any accompanying paraphernalia
• Glamorizing, encouraging and/or depicting the consumption of alcohol and/or drugs

 

5. Offensive Verbal or Bodily Expression

• Crude and/or offensive language
• Offensive depictions or ridicule of basic bodily functions
• Scatological humor or portrayals of offensive “bathroom humor”

 

6. Sensitivity to Peoples Beliefs or Handicaps

• Sacrilege
• Degradation or ridicule of disabled individuals