The retailers have already been in this situation, and they tried to enforce the rules. Doesn't help matters a bit if you have parents who are in too much of hurry to listen to the store policy on these types of games, too oblivious to read the ratings, and too unconcerned about the material they are purchasing for their children. If they want to raise the issue of neglect with the retailers, then they should also consider the role the parents play. Even if there are people who will be quick to point out that this ain't always the case, it happens and probably more than most would think.
The retailers could cover their own asses by making certain that their cameras were able to record the transactions; equip the cameras with audio so that they can actually hear what's being said. Most companies record over the phone transactions, why not do the same in-store? At least you know whether or not your people adhere to the guidelines.
A. Tell her she's cute. B. Give her a flower. C. PUSH HER DOWN
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