However, the system has been challenged by critics as insufficient to describe contents of a web page that belongs to a large corporation with diverse interests. For instance, the website of www.WarnerBros.com contains links to films that children of below a certain age could not view in a cinema, yet, the website does not exhibit any of the Internet Content Rating Association’s tags touted by Microsoft and AOL.
The internet content rating tags (ICRA’s) work on the basis of self application, a site provider must answer particular questions in order to determine whether the site, for example, “portrays deliberate injury to human beings” however, it is said that problems occur because these questions are so widely worded leading to ambiguous results.
Incidentally, neither Microsoft’s www.msnbc.com, AOL Time Warner’s www.cnn.com nor www.time.com use the ratings system.