Gamertell

In a push statewide to educate parents on how to use the Entertainment Software Rating Board as a tool for deciding appropriate games, Delaware Lieutenant Governor John Carney and State Representative Helene Keeley joins ESRB president Patricia E. Vance to announce the launch of a new PSA campaign.

The campaign is directed at parents and is comprised of radio, billboard signs and kiosk displays. Both Carney and Keeley emphasized the need for parents to be more involved and informed with the video games their children play.

“With two sons of my own, I know about the tough decisions parents face today about the media they allow into their homes,” said Carney. “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.”

Since its inception in 1994, the ESRB ratings have become a trusted resource for parents when choosing computer and video games. In April of this year, the Federal Trade Commission (FTC) released a report which found that nine in ten parents are aware of the ESRB ratings, 87% expressed satisfaction, and nearly three quarters use them regularly when choosing games for their children. But in a recent report released by MediaWise, that doesn’t seem to be enough as their poll results showed that a lot of parents don’t understand or use this ESRB rating to shop for games.

“The ESRB ratings are an effective and informative resource that allows parents to decide if the video game 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,” said Keeley. “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.”

The radio PSAs have been distributed to stations statewide, and will begin airing in the coming weeks. The print PSAs will be appearing throughout the state over the course of December and January. 

“Just like movies and TV shows, video games are created for a diverse audience of all ages,” said Patricia Vance, president of ESRB. “That is why it is so important that parents remember to check the rating when purchasing games for their children. I’m pleased to be joining Lt. Governor Carney and Rep. Keeley in announcing this effort to reach out to Delaware’s parents and educate them about the ratings.”

The ESRB rating can be found on the back of each game package along with a descriptors that provide a glimpse of what is to be expected in the game. These descriptors, Vance said, may have triggered the rating the game received and may be of interest or concern to parents. She said ratings should be used as a two-art warning to parents. First a description of what may be inside the game and the recommended age level for the game.

“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,” said Vance. “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.”

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