The Federal Trade Commission (FTC) has found in its latest nationwide undercover shop of video game retailers that leading chains such as Best Buy, GameStop, Wal-Mart and others have really stepped up their efforts to make sure that underage teens and children cannot purchase M-rated video games. "Game Stop rejected an impressive 94% of underage shoppers, while Wal-Mart and Best Buy spurned 80% of them," stated the FTC.

Other retailers didn't fare quite as well. Toys R Us turned away 73 percent, Target 71 percent, Kmart 69 percent, Circuit City 62 percent, and Hollywood Video 60 percent. The overall results were called a "major improvement from all prior surveys." In fact, enforcement of game ratings seems to be more effective than enforcement of DVD ratings. Kids that the federal agency sent into stores to buy M-rated games were turned down on average 80 percent of the time versus those sent into stores to purchase R-rated movies who were turned down 53 percent of the time.

"Video game retailers have clearly stepped up their efforts to enforce their store policies, and they deserve recognition for these outstanding results. We commend and applaud retailers for their strong support of the ESRB ratings, and will continue working with them to help ensure that these levels of compliance are sustained if not further increased," commented ESRB President Patricia Vance. "The ESRB Retail Council, which includes nine member companies representing approximately 90% of total game sales in the U.S., commissions biannual mystery shop studies using the same company that performs them for the FTC. The most recent of these, conducted in November 2007, found 76% compliance with store policies, up from 65% the year prior."

"Video game and DVD retailers don't want children to be able to purchase or rent video games and DVDs that their parents do not want them to have," added Entertainment Merchants Association President Bo Andersen. "As a result, they have made real and significant investments in enforcing the voluntary video game and motion picture ratings in their stores. The FTC's latest 'undercover shopper' survey demonstrates that these investments are producing strong results, as enforcement rates continue to increase."

He continued, "While we are pleased with the progress that has been made in ratings enforcement, retailers still are not where they want to be as an industry. EMA will continue to work with its members to increase video game and DVD ratings enforcement to even higher levels."

Update: The Entertainment Consumers Association (ECA) has also issued a statement in reaction to the positive news from the FTC. "This is an extraordinary accomplishment from the nation's leading interactive entertainment retailers, as it clearly shows their increased commitment of keeping mature-rated games out of children's hands," said Hal Halpin, ECA president. "Perhaps most impressive is the incredible reversal in their failure rate over such a short period of time and with a comparatively new rating system. This is truly a vindication for video game merchants who have been falsely damned by anti-game advocates and special interest groups, who now don't have a leg to stand on. Our congratulations and thanks are extended to these retailers, who, above music and movie merchants, have proven their word, empowered parents and shown a commitment to corporate social responsibility."