Bertelsmann's BMG to adopt new parental warnings - EMusician

Bertelsmann's BMG to adopt new parental warnings

NEW YORK, June 3 (Reuters) - Bertelsmann AG's BTGGga.D> BMG, the number two U.S. record label, is set to announce plans on Monday to adopt new parental
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NEW YORK, June 3 (Reuters) - Bertelsmann AG's BMG, the number two U.S. record label, is set to announce planson Monday to adopt new parental warnings that will specifywhether albums carry violent and sexual content or stronglanguage, the Wall Street Journal reported.

BMG will be the first label to break with an industrystandard of including a more general "Parental Advisory:Explicity Content" warning in records for over a decade.

The Journal said BMG's new warning will take effect withrapper Lady May's "May Day" record, set for release on July 31.

"We want to show that we take our responsabilities to thepublic seriously," Pete Jones, president and chief executive ofBMG's distribution arm, was quoted as saying. "If the industrywere to follow suit, that would be great, but we decided not towait around for that."

The record industry has been lambasted in recent years foradvertising music laced with profanity, violence and sex tochildren and for failing to give parents enough information toscreen albums their children want to buy, the report added.

BMG officials were not immediately available for comment.