Gamasutra reports the results of the U.S. FTC's latest "secret shopper" campaign, where they found that 13% of children were about to purchase "M" rated games, down from 20% in 2009. They outline the steady improvements made by the ESRB over the past decade, as video games have become the hardest media for underage consumers to illicitly purchase: "The new results represent a massive turnaround for the industry since 2000, when 86 percent of unaccompanied children could buy an M-rated game. That number has improved consistently throughout the decade, and from 2008 onward FTC studies have found M-rated titles were significantly harder for children to obtain than R-rated movie tickets and DVDs, as well as CDs with a parental advisory label."