Verizon Wireless has announced that it will be the first to apply the recently developed CTIA (News - Alert) Mobile Application Rating system with ESRB within its Apps store. The rating system is similar to the one assigned to video games and will include legacy apps within the Verizon (News - Alert) Apps store. This will provide consumers and especially parents, information to determine the age-appropriateness of apps.

CTIA, the wireless association, selected Entertainment Software Rating Board (ESRB) due to its expertise and credibility, to provide a consistent rating across storefronts and due to its proven track record with providing reliable information about content.

Similar to the well- known video game rating system, apps within the Verizon Apps Store will display an age-rating category to help determine the age-appropriateness of apps. The complete rating information on all the rated apps has also been made available on the ESRB website.

According to the director of corporate and community responsibility at Verizon, Jack McArtney, “It is important that parents and consumers are informed about the content in applications, so we are proud to implement a rating system that uses the ESRB categories, whose ratings consumers know and trust.” He added that “the rating system represents the first step to help parents and caregivers ensure apps available within the Verizon Apps Store are being used by the appropriate audience.”

The ESRB president, Patricia Vance, said that not all apps are meant for all ages and that the ratings help empower parents to make informed decisions by use of a consistent, reliable standard to ensure age-appropriate access to apps’ content.

Verizon Wireless (News - Alert) has on other occasions been at the forefront of online safety. In 2008, it became the first wireless provider to offer free and exclusive age-appropriate content filters that would ensure safety to children accessing content through Verizon Wireless devices, websites, campaigns, applications and video.

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