    [Public Papers of the Presidents of the United States: William J. Clinton (1999, Book I)]
    [June 1, 1999]
    [Pages 864-865]
    [From the U.S. Government Publishing Office www.gpo.gov]

    Letter to the Attorney General and the Chairman of the Federal Trade
    Commission on a Study on Youth Violence and Media Marketing
    June 1, 1999

    Dear Madam Attorney General:  (Dear Mr. Chairman:)
        New technologies have enabled us to learn, work, and grow in ways
    that were unimaginable just a few years ago, and modern media has
    brought culture, entertainment, and education to a wider audience than
    ever before. With this great power, there also comes an enormous
    responsibility to ensure that parents have the tools they need so that
    the movies children watch, the music they listen to, and the video games
    they play reflect the values that parents want to pass on to their
    children.

    [[Page 865]]

        Too often today children are exposed to images that glamorize
    violence and desensitize children to it. Numerous studies have shown
    that this kind of violent programming can promote violent tendencies in
    children. Media violence increases children's aggression towards others
    and promotes the development of a sense of callousness towards violence.
    And such programming can have a particularly negative effect on children
    who are already vulnerable.
        My Administration has worked hard to give parents the information
    they need to make the right choices for their children. My
    Administration has brought about a breakthrough agreement by the
    television industry to create a content-based voluntary ratings system
    that informs viewers of the appropriateness of the programs they watch.
    Along with the V-Chip, this rating system will enable parents to choose
    the programs their children watch, and allow them to better control the
    images to which their children are exposed.
        Today, the motion picture, recording, and video game industries also
    use content-based ratings to improve the choices parents have. If,
    however, these industries market violent or other inappropriate
    materials, rated for adults, to children, then they undermine the
    effective functioning of the ratings systems. And the industries make it
    harder for parents to control the movies, music, and games to which
    their children are exposed.
        Therefore, I am requesting that the Federal Trade Commission and the
    Department of Justice to conduct a study on the marketing practices of
    the motion picture, recording, and video game industries with regard to
    material rated for adults to determine whether and to what extent these
    industries market such material to children. Among other matters, the
    study should examine whether such violent material rated for adults is
    advertised or promoted in media outlets in which minors comprise a
    substantial percentage of the audience. The study also should examine
    whether these advertisements are intended to and in fact attract
    underage audiences.
        As a result of this study, we will learn more about how violence is
    marketed to our children. I thank you for your efforts in this area and
    your attention to this project.
            Sincerely,

                                                          William J. Clinton

    Note: Identical letters were sent to Attorney General Janet Reno and
    Federal Trade Commission Chairman Robert Pitofsky.