From left: Bill D'Elia, Duane Clark, Taylor Hackford, Rob Reiner, DGA President Jack Shea, Sen. Lieberman, DGA Associate National Executive Director Warren Adler, Michael Apted, Michael Bay and Gary Ross.
(Photo: Ryan Miller/Capture Imaging)

At the request of Senator Joseph Lieberman (D- Conn.) on April 18, eight members of the DGA's Task Force on Violence and Social Responsibility met with him to discuss media violence. Task Force members attending the meeting included DGA President Jack Shea and directors Michael Apted, Michael Bay, Duane Clark, Bill D'Elia, Taylor Hackford, Rob Reiner and Gary Ross.

Senator Lieberman expressed his appreciation of the DGA's willingness to come forward after the release of the September 2000 Federal Trade Commission (FTC) report on the marketing practices of the industry and the leading role the Guild has played in raising concerns about the current ratings system.

The Senator had indicated his interest in talking to the Task Force members about his proposal for a media outreach effort. However, the discussion centered on the pending release of the FTC's follow-up report on the entertainment industry's marketing practices

and Senator Lieberman's intention to introduce "The Media Marketing Accountability Act of 2001" with original co-sponsors Senators Herb Kohl (D-Wis.), Hillary Clinton (D-N.Y.) and Robert C. Byrd (D-W. Va.).

There was a lively hour-long discussion, during which the members of the Task Force made clear their general concerns over the current ratings system and the impact these ratings can have on the marketing of films. However, those present were unanimous and clear that the DGA does not support any legislative efforts--Senator Lieberman's or others'--that could create governmental control over an industry-based self-regulated ratings system.

Upon his return to Washington on April 26, Senator Lieberman introduced his legislation (S. 792). This bill would enable the Federal Trade Commission to file charges against studios for marketing R-rated movies to children, and would allow the FTC to determine what they consider a substantial audience of children. Anyone in violation could be fined up to $11,000 per day, per violation. The bill also offers a safe harbor from such fines if the studios scrap their current ratings system and adopt a new age-based ratings system developed by the FTC. The FTC ratings system would also include prohibitions on advertising as well as selling and renting materials to minors that are age-related for adults. Penalties for violation are unspecified in the bill.

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