Piaras Kelly PR - Public Relations in Ireland

Creating awareness is one thing, changing attitudes is another. Changing behaviour is the most difficult of all. - Martin Higgins

The IGDA has announced the formation of a special interest group “focusing on ‘the issues and challenges facing the use of adult sexual content in video games’” in the wake of the Grand Theft Auto video game sex scandal. The move is a kneejerk reaction, espeicially when you put the move side-by-side with the results of a recent survey commissioned by the UK games industry. The survey’s results, as reported by the BBC, showed that parents are ignoring age ratings. In fact they are more concerned by how long they play video games, rather than about the title in the console.

While the survey conducted by the UK games industry is something of a move in the right direction because it highlights the obvious, the industry as a whole should be doing more than forming special interest groups. Self-regulation isn’t the answer when the controversy is sure to continue to rage when somebody else blames a video game as the reason for committing their crime or unsubstantiated research comes under the media glare for linking interactive entertainment with violence.

The truth of the matter is that video games are thought of as toys and from a Public Relations perspective, that opinion must be changed. Until parents put video games on a par with films and act responsibly when bringing interactive entertainment into their homes, then the problem will continue.

Legislation isn’t the answer if parents choose to ignore age ratings. Not so long ago I used to work in a video games store and I almost had to resort to shock tactics to try and stop parents buying Grand Theft Auto for their child. Even still, the majority choose to ignore my warnings and replied “But it’s only a game.” Sure, and Playboy is just a magazine!

By undertaking an educational campaign to draw parent’s attention to games ratings and explaining them, guardians will be in a better position to judge what is appropriate and what is not. If you’ll let little Timmy play GTA, then why don’t you let him watch Reservoir Dogs? By doing so, you’ll also give legislation a chance because parents will actually respect it.

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