As an association we've been well involved with media literacy initiatives trying to educate people about media. We just completed, not launched yet, but very shortly we'll be launching some new videos on our website that help parents access some of the parental control features on the major video game consoles. Parents can sometimes feel a little bewildered with the technology so we have step-by-step instructions on how to access some of the parental controls on some of the video game consoles.
We advocate for parental involvement and parental responsibility. The parents really need to know what kinds of games their kids are playing, and help kids make decisions when purchasing games. The rating system is very important. On every box there's always a rating signed by the Entertainment Software Rating Board that helps parents know what kind of content will be played by the kids.