The Digital Media Association (DiMA), Entertainment Merchants Association (EMA), National Association of Recording Merchandisers (NARM), and National Association of Theatre Owners have declared June to be ‘Entertainment Ratings and Labeling Awareness Month’, as they have done annually since 2004. As part of Entertainment Ratings and Labeling Awareness Month, the organizations are encouraging all movie theatres and retailers of movies, music, and video games to emphasize the motion picture and video game ratings and music labelling systems, as appropriate, to their customers.
Entertainment Ratings and Labeling Awareness Month is sponsored by the four trade associations through their Coalition of Entertainment Retail Trade Associations (CERTA). It is declared annually to promote the use of entertainment ratings and labels by encouraging retailers to review their ratings and labelling education and enforcement policies, re-emphasizing those policies to their employees, and educating their customers about the movie and video game ratings and music labelling systems and store policies.
“Today’s consumers have more entertainment choices than ever before, and that can make choosing the right entertainment for young people a challenge,” according to CERTA’s official statement. “While parents are the final authority about which entertainment products are appropriate for their children, retailers play a vital role in providing information – the music labelling and motion picture and video game ratings – that can make those choices easier.”