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Charles G. Burhans of Applied Safety +Ergonomics showed this presentation during CPSC's ATV Safety Summit on Oct. 11, 2012. Burhans been involved in recent national standards efforts addressing product warnings (e.g., ANSI Z535.6 and he leads an ANSI working group for warnings in electronic media). He has researched and developed standardized warnings for off-road vehicles, and analyzed human factors associated with adult and youth off-road vehicle accidents. He will present an overview of ATV labeling, owner's manuals, safety videos, and point-of-purchase safety materials. This presentation will highlight various factors associated with youth and adult off-road vehicle accidents and in relation to other motorized vehicles. He will describe data regarding consumer understanding of ATV risks and protective behaviors. For example, he will present the results of focus group interviews with parents and individual interviews with youth about their reactions to youth ATV warnings. Additionally, he will discuss the context in which safety information is provided to parents about youth operation of ATVs compared to other motorized vehicles with observations from interviews illustrating how parents make decisions about youth operation. He will further discuss the role and influence of standardized safety messages/warnings in promoting ATV safety.