CERO Age Rating System: Survey Results After New System Implementation

The Computer Entertainment Supplier’s Association (CESA) conducted a nationwide survey of 681 retail outlets in Japan to evaluate the implementation of the revised CERO age rating system. Following the transition to new rating categories, the study aimed to assess retailer compliance regarding age verification, product labeling, and store display standards for titles previously classified as 18-and-over. The findings indicate that the new regulatory framework has achieved a high level of industry adoption, with 91.2% of retailers reporting a clear understanding of the updated operational requirements.

Data regarding enforcement shows that 95.1% of retailers perform mandatory age verification for Z-rated products. Labeling compliance remains strong, with 90.9% of stores having applied the required Z-category stickers to existing inventory, while D-category labeling reached 71.8%. Furthermore, 85.3% of retailers have successfully implemented the association’s recommended segregated display practices for Z-rated titles. To facilitate consumer awareness, retailers utilized various promotional materials, with dummy jackets being the most prevalent tool at 83.0%, followed by posters at 69.4% and counter pop-up displays at 66.9%.

The survey concludes that the new rating system is effectively transitioning into a standardized national rule. While the overall implementation is considered successful, CESA continues to prioritize efforts to improve labeling rates for D-category products and ensure that all retailers utilize the provided promotional tools to maintain consistent consumer communication. These results reflect a concerted industry-wide effort to uphold age-appropriate sales standards across the Japanese video game market as of mid-2006.