ESRB Launches New PSA Campaign In Delaware

The Entertainment Software Rating Board has launched a new public service announcement campaign in the state of Delaware to help raise awareness of videogame ratings and encourage their use among parents.

The new campaign will make use of both radio spots airing over the coming weeks as well as billboard and mall kiosks that will be available through December and January. Delaware Lieutenant Governor John Carney and State Representative Helene Keeley joined with ESRB President Patricia Vance to make the announcement kicking off the effort.

"With two sons of my own, I know about the tough decisions parents face today about the media they allow into their homes," Carney said. "The simple fact is that there's no substitute for parental involvement, so it's important that parents play an active role in choosing games for their children. The ESRB ratings help parents ensure that they are bringing home suitable games for their families."

Representative Keeley added, "The ESRB ratings are an effective and informative resource that allows parents to decide if the videogame their child wants is appropriate, and parents should be sure to check the rating each time they consider a game for their child so they know they're choosing one that's right for their age. I'm proud to be participating in the effort to educate parents in our state about the tools at their disposal so they can make informed decisions."

A study released earlier this year by the Federal Trade Commission found that 87 percent of parents expressed satisfaction with the ESRB rating system, and nearly three-quarters used it regularly when purchasing games for their children. A full breakdown of the ESRB ratings as well as detailed content descriptors and a database of games currently rated by the agency is available at www.esrb.org.

"While many parents are aware of the ratings, and are making sensible game purchase decisions as a result, there is always more that can and should be done," Vance said. "We hope that these ads will help arm parents with the information they need to make the right choices about the video games they deem appropriate for their children and families."