TY - JOUR
T1 - Media rating systems: do they work? Shop floor compliance with age restrictions in the Netherlands
AU - Gosselt, Jordi Franciscus
AU - van Hoof, Joris Jasper
AU - de Jong, Menno D.T.
PY - 2012
Y1 - 2012
N2 - Media rating systems have been introduced in many countries to protect minors from being exposed to harmful media content. This study examines whether retailers comply with the guidelines of media ratings in the Netherlands. In a mystery shopping study, minors tried to buy or rent media products for which they were too young. An overall success rate of 86% shows that compliance on the shop floor is problematic. In a mystery call study, parents asked vendors for advice about media ratings. Only 33% of the parents were advised in accordance with the age classifications. A survey of vendors investigated the determinants of compliance. Personal acceptance, awareness of a legal basis, and perceived surveillance proved to be important determinants of self-reported compliance
AB - Media rating systems have been introduced in many countries to protect minors from being exposed to harmful media content. This study examines whether retailers comply with the guidelines of media ratings in the Netherlands. In a mystery shopping study, minors tried to buy or rent media products for which they were too young. An overall success rate of 86% shows that compliance on the shop floor is problematic. In a mystery call study, parents asked vendors for advice about media ratings. Only 33% of the parents were advised in accordance with the age classifications. A survey of vendors investigated the determinants of compliance. Personal acceptance, awareness of a legal basis, and perceived surveillance proved to be important determinants of self-reported compliance
KW - METIS-287228
KW - IR-81082
U2 - 10.1080/15205436.2011.558803
DO - 10.1080/15205436.2011.558803
M3 - Article
SN - 1520-5436
VL - 15:3
SP - 335
EP - 359
JO - Mass communication and society
JF - Mass communication and society
IS - 3
ER -