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Immersive Technology Alliance Building Safe VR Guidelines

Dr. Michael Madary Leading Responsible Consumer VR Experience Working Group

Toronto, Ontario (May 17, 2016) – The Immersive Technology Alliance (ITA), has secured Dr. Michael Madary, one of the foremost experts on virtual reality (VR) ethics, to lead a new working group on safe practices and responsible consumer targeting for VR content and products.

“Immersive technology holds great promise for new forms of education, social interaction, medical treatment, and artistic expression. My own work, in collaboration with the ITA, is about enabling the well being of end users and the positive outcome of technologies such as virtual reality and augmented reality. We are all still learning what this powerful media is capable of, and the alliance provides a valuable opportunity for technology and content makers to build the required tool sets for safe and viable experiences,” said Dr. Michael Madary, Responsible Consumer VR Experience Working Group Lead.

Dr. Michael Madary works on the ethics of emerging technology, especially immersive technology such as virtual reality. His research is interdisciplinary and draws from philosophy of mind, psychology, and neuroscience. In February 2016, in collaboration with Thomas Metzinger, Michael published the first code of ethics for research and consumer use of VR, which received widespread media attention. He has published widely in the philosophy of perception, including a book, “Visual Phenomenology,” currently in production with MIT Press.

“It’s in everyone’s interest to understand their work so appropriate consumer targeting and well being is ensured. This open conversation is necessary for product viability and all market leaders should be present,” said Neil Schneider, Executive Director, The Immersive Technology Alliance.

The Immersive Technology Alliance and ITA VR Council have several dozen-member companies. Sample names include Advanced Micro Devices, Crytek, Starbreeze Studios, ImmerVision, Immersion-VRelia, Basemark, Futuremark, Droiders, FOVE, VRvana and more.

Basic level membership is free for qualified content makers and special arrangements are available for qualified start-up companies.

About The Immersive Technology Alliance (The ITA)

The alliance contributes to the viability, advancement and adoption of virtual reality, augmented reality, mixed reality, stereoscopic 3D, and related future innovations. They do this by facilitating collaborative problem solving and accelerated opportunity development at an industry-wide level. Participants include immersive platform makers, technology and content developers, academia, businesses, market advocates, and distribution channels.


Media Contacts:
Immersive Technology Alliance
Carol Warren
Crew Communications
Tel. 714-890-4500