Brussels, 22/04/2008 (Agence Europe) - Faced with an increase in aggressive behaviour observed among certain children who play violent adult video games, the European Commission is seeking further regulation on the burgeoning European video games market. Most member states have implemented control systems, but some have still not introduced any protection measures and the industry is still failing through lack of collaboration. The Commission considers that the industry and public authorities should increase their cooperation to make classification and age rating systems better known and to avoid confusion caused by parallel systems. A Code of Conduct for retailers should be drawn up within two years on sales of video games to minors.
In a communication published on 22 April, the Commission draws up a raft of precautionary measures implemented by the sector and public authorities in the EU27 and outlines the measures it would like to introduce in an effort to harmonise single market policies. The Commission said that 20 EU member states now apply PEGI (Pan European Games Information), an age-rating system developed by industry and supported by the European Union (EUROPE 9461). The PEGI system is currently applied by 20 member states. 2 countries (Germany and Lithuania) have specific binding legislation while Malta relies on general legislation. However, 4 member states (Cyprus, Luxembourg, Romania and Slovenia) have no system in place. 15 member states have legislation concerning the sale of video games with harmful content to minors in shops, although the scope of laws varies between member states. Until now, 4 countries (Germany, Ireland, Italy, UK) have banned certain violent video games.
Adopted in 2003, PEGI labels are supported by the main manufacturers and provide an age rating and warnings such as violence or bad language, empowering parents to decide which game is appropriate for their children, as well as adult gamers to better choose their games. In the follow-up, PEGI Online was launched in 2007, co-funded by the EU's Safer Internet Programme in response to the rapid growth of online video games. The Commission has called for several measures to converge approaches in the single market: 1) regular improvement and better advertising of PEGI and PEGI Online by the video games industry; 2) member states should integrate PEGI into their own classification systems and raise awareness of PEGI, particularly parents and children; 3) cooperation on innovative age verification solutions between member states, classification bodies and other stakeholders. 4) a pan-European code of conduct on the sale of games to minors within two years, agreed by all stakeholders.
Video games are increasingly accessible via internet and mobile phones, which are expected to make up 33% of total revenues for video games by 2010. The European video gaming sector is already worth half as much as the entire European music market and exceeds the cinema box office. The Commission already supports self-regulation at European level to protect minors using mobile phones. Self-regulation strengthened by cross-border cooperation has also been pursued for audiovisual services under the Television Without Frontiers Directive (EUROPE 9360).
The world video games market is expected to generate €31 billion by 2010, €9 billion of which will be in Europe and which, according to Commissioner Viviane Reding (information society and media) will account for a third of the market. According to Reding, PEGI is a very good example of self-regulation in the industry. The commissioner affirmed, however that this was not enough and it is not well known by parents and teachers. Only 53% are aware of it, explained the commissioner who asserted that retailers had to control the video games they sold, failing which, the initiative would prove pointless. Meglena Kuneva, EU Consumer Commissioner, welcomed the initiative that aimed to protect the most vulnerable consumers in society in an increasingly digital world where the boundaries of what is allowed are becoming more vague. She said that they needed to educate parents and children so that they could make the right choice. She also highlighted the importance of getting industry to assume its responsibility and making it aware that there was no room for complacency in this regard. (I.L.)