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1. No person, partnership or corporation shall sell or rent at retail or attempt to sell or rent at retail a video game or film unless a video game rating or the rating of the motion picture from which the film was copied is clearly displayed on the outside of the case, jacket or other cover of the video game or film. 2. This section shall not apply to a 'mail order business' as defined in section three hundred ninety-six-m of this chapter or to any film which is a reproduction of a motion picture, concert, musical production or other video event, or any video game, which has not been given a rating, nor shall it apply to any motion picture or video game which has been altered subsequent to receiving a rating. 3. A violation of subdivision one of this section shall be punishable by a civil penalty of not more than one hundred dollars.