View source for Entertainment Software Rating Board

{{Short description|North American self-regulatory organization}}
{{Redirect-distinguish|ESRB|Entertainment Software Rating Association|European Systemic Risk Board}}
{{good article}}
{{Use mdy dates|date=December 2022}}
{{Infobox organization
| logo                     = [[File:ESRB logo (–2006).svg|frameless|class=skin-invert]]
| name                     = Entertainment Software Rating Board
| type                     = [[Non-profit organization|Non-profit]], [[self-regulatory organization|self-regulatory]]
| formation                = {{Start date and age|1994|9|16}}
| location                 = [[New York City]], US
| area_served              = [[North America]]
| key_people               = [[Patricia Vance]]<br />([[President (corporate title)|president]], [[CEO]])
| purpose                  = [[Video game ratings|Rating of video game content]]
| parent_organization      = [[Entertainment Software Association]]
| homepage                 = {{URL|https://www.esrb.org/}}
}}
The '''Entertainment Software Rating Board''' ('''ESRB''') is a [[self-regulatory organization]] that assigns [[Video game content rating system|age and content ratings]] to consumer [[video game]]s in Canada, the United States, and Mexico. The ESRB was established in 1994 by the [[Entertainment Software Association]] (ESA, formerly the Interactive Digital Software Association (IDSA)), in response to criticism of [[video game controversy|controversial video games]] with excessively violent or [[Sex and nudity in video games|sexual content]], particularly after the [[1993 congressional hearings on video games|1993 congressional hearings]] following the releases of ''[[Mortal Kombat (1992 video game)|Mortal Kombat]]'' and ''[[Night Trap]]'' for home consoles and ''[[Doom (1993 video game)|Doom]]'' for home computers. The industry, pressured with potential government oversight of video game ratings from these hearings, established both the IDSA and the ESRB within it to create a voluntary rating system based on the [[Motion Picture Association film rating system]] with additional considerations for video game interactivity.

The board assigns [[Content rating|ratings]] to games based on their content, using judgment similar to the [[motion picture rating system]]s used in many countries, using a combination of six age-based levels intended to aid consumers in determining a game's content and suitability, along with a system of "content descriptors" which detail specific types of content present in a particular game. More recently, the ratings also include descriptors for games with online interactivity or in-game monetization. The ratings are determined by a combination of material provided by the game's publisher in both questionnaires and video footage of the game, and a review of this material by a panel of reviewers who assign it a rating. The ratings are designed towards parents so they can make informed decisions about purchasing games for their children. Once a game is rated, the ESRB maintains a [[ethics code|code of ethics]] for the advertising and promotion of video games—ensuring that marketing materials for games are targeted to appropriate audiences.

The ESRB rating system is enforced via the voluntary leverage of the [[Video game industry|video game]] and retail industries in the subscribing countries for physical releases; most stores require customers to present photo identification when purchasing games carrying the ESRB's highest age ratings, and do not stock games which have not been rated. Additionally, major [[console manufacturer]]s will not license games for their systems unless they carry ESRB ratings, while console manufacturers and most stores will refuse to stock games that the ESRB has rated as being appropriate for adults only. More recently, the ESRB began offering a system to automatically assign ratings for digitally-distributed games and [[mobile app]]s, which utilizes a survey answered by the product's publisher as opposed to a manual assessment by ESRB staff, allowing online storefronts to filter and restrict titles based on the ESRB. Through the [[International Age Rating Coalition]] (IARC), this method can generate equivalent ratings for other territories. Alongside its game rating operation, the ESRB also provides certification services for [[online privacy]] on websites and mobile apps. There have been attempts to pass federal and state laws to force retailers into compliance with the ESRB, but the 2011 Supreme Court case ''[[Brown v. Entertainment Merchants Association]]'' ruled that video games are protected speech, and such laws are therefore unconstitutional.

Due to the level of consumer and retail awareness of the rating system, along with the organization's efforts to ensure that retailers comply with the rating system and that publishers comply with its marketing code, the ESRB has considered its system to be effective, and was praised by the [[Federal Trade Commission]] for being the "strongest" self-regulatory organization in the entertainment sector. Despite its positive reception, the ESRB has still faced criticism from politicians and other [[watchdog group]]s for the structure of its operations, particularly after a [[Hot Coffee (minigame)|sexually-explicit minigame]] was found within 2004 game ''[[Grand Theft Auto: San Andreas]]—''which was inaccessible from the game but could be accessed using a [[Game mod|user-created modification]].

The ESRB has been accused of having a [[conflict of interest]] because of its [[Vested interest (communication theory)|vested interest]] in the video game industry, and that it does not rate certain games, such as the [[Grand Theft Auto|''Grand Theft Auto'' series]], harshly enough for their violent or sexual content in order to protect their commercial viability. Contrarily, other critics have argued that, at the same time, the ESRB rates certain games too strongly for their content, and that its influence has stifled the viability of adult-oriented video games due to the board's restrictions on how they are marketed and sold.

==History==

===Background===
Video games with objectionable content date back as far as 1976; the arcade game ''[[Death Race (1976 video game)|Death Race]]'' required users to run over "[[gremlin]]s" with a vehicle and avoid the [[gravestone]]s they leave behind. Although its graphics were relatively primitive, the game's overall theme and the sound effects made when gremlins were killed were considered disturbing by players, prompting media attention.<ref name="sn-controversal"/> A developer known as [[Mystique (company)|Mystique]] became known for making sexually explicit [[adult video game]]s for the [[Atari 2600]] console, but garnered the most attention with its controversial 1982 game ''[[Custer's Revenge]]'', which infamously featured a crude simulation of the [[rape]] of a [[Native Americans in the United States|Native American]] woman. [[Atari]] received numerous complaints about the game, and responded by trying to sue the game's makers.<ref>{{cite web | url=http://archive.gamespy.com/top10/december02/shame/index4.shtml | title=Gamespy's Top Ten Shameful Games | publisher=IGN Entertainment | work=GameSpy | access-date=November 17, 2013 | archive-url=https://web.archive.org/web/20110426012823/http://archive.gamespy.com/top10/december02/shame/index4.shtml | archive-date=April 26, 2011}}</ref><ref>{{cite book | title=Phoenix: The Fall & Rise of Video Games | last=Herman | first=Leonard | year=1997 | page=88 | publisher=Rolenta Press | isbn=0964384825}}</ref>

A [[North American video game crash of 1983|1983 industry crash]], caused by the market being overrun with low-quality products, prompted a higher degree of [[Closed platform|regulation]] by future console manufacturers: when the [[Nintendo Entertainment System]] (NES) was launched in the [[United States]] in 1985, [[Nintendo of America]] instituted requirements and restrictions on third-party developers, including the requirement for all games to be licensed by the company. The console itself also included a [[10NES|lockout chip]] to enforce this requirement and prevent the console from loading unlicensed games. Such leverage on developers has since become a standard practice among console makers, although Nintendo of America also had stringent content policies, frequently censoring blood, sexual content, and references to religion, tobacco and alcohol from games released on its consoles in the United States.<ref name="gamesradar-nintendobanned">{{cite web|title=Nintendo: Banned in the USA|url=https://www.gamesradar.com/nintendo-banned-in-the-usa/|work=GamesRadar|date=July 22, 2009 |access-date=March 18, 2014|archive-url=https://web.archive.org/web/20140310011948/http://www.gamesradar.com/nintendo-banned-in-the-usa/|archive-date=March 10, 2014|url-status=live|df=mdy-all}}</ref><ref name="ars-lying1m">{{cite web | url=https://arstechnica.com/uncategorized/2006/06/7076-2/ | title=ESRB to game firms: lying will cost one million dollars | publisher=Condé Nast Publications | work=Ars Technica | date=June 16, 2006 | access-date=March 18, 2014 | archive-url=https://web.archive.org/web/20141104233530/http://arstechnica.com/uncategorized/2006/06/7076-2/ | archive-date=November 4, 2014 | url-status=live | df=mdy-all }}</ref>

When asked in 1987 about the suitability of a [[Motion Picture Association of America film rating system|film-like rating system]] for video games, a representative of the [[Software Publishers Association]] said that "Adult computer software is nothing to worry about. It's not an issue that the government wants to spend any time with ... They just got done with [[Parents Music Resource Center|a big witchhunt in the music recording industry]], and they got absolutely nowhere". The association did recommend voluntary warnings for games like ''[[Leisure Suit Larry in the Land of the Lounge Lizards]]'' (1987).<ref name="CGW">{{Cite magazine|date=January 1988|last=Williams|first=John|magazine=[[Computer Gaming World]]|title=Goodbye "G" Ratings: The Perils of "Larry"|url=http://www.cgwmuseum.org/galleries/index.php?year=1988&pub=2&id=43|pages=48–49|access-date=December 4, 2017|archive-url=https://web.archive.org/web/20180102203955/http://www.cgwmuseum.org/galleries/index.php?year=1988&pub=2&id=43|archive-date=January 2, 2018|url-status=live|df=mdy-all}}</ref>

=== Formation and early years ===
Video games' progression into the 1990s brought dramatic increases in graphics and sound capabilities, and the ability to use [[full-motion video]] (FMV) content in games. In the [[United States Senate]], [[Democratic Party (United States)|Democratic]] Senators [[Joe Lieberman]] of [[Connecticut]] and [[Herb Kohl]] of [[Wisconsin]] led [[1993 Congressional hearings on video games|hearings on video game violence]] and the corruption of society which began in 1993. Two games of this era were specifically cited in the hearings for their content; the [[fighting game]] ''[[Mortal Kombat (1992 video game)|Mortal Kombat]]'' featured realistic, digitized sprites of live-action actors, blood, and the ability to use violent "[[Fatality (Mortal Kombat)|fatality]]" moves to defeat opponents, while ''[[Night Trap]]'' featured 90 minutes of [[Full-motion video|FMV]] content, with scenes that were considered to be sexually suggestive and [[Sexual exploitation|exploitive]].<ref name="sn-controversal">{{cite web|title=The Rogues Gallery: Controversial Video Games|url=http://www.shacknews.com/article/38876/the-rogues-gallery-controversial-video|work=ShackNews|date=September 28, 2005 |access-date=March 18, 2014|archive-url=https://web.archive.org/web/20140318223125/http://www.shacknews.com/article/38876/the-rogues-gallery-controversial-video|archive-date=March 18, 2014|url-status=live|df=mdy-all}}</ref><ref name="escapist-esrb">{{cite web|title=Inappropriate Content: A Brief History of Videogame Ratings and the ESRB|url=http://www.escapistmagazine.com/articles/view/columns/the-needles/1300-Inappropriate-Content-A-Brief-History-of-Videogame-Ratings-and-the-ESRB|work=The Escapist|access-date=March 18, 2014|archive-url=https://web.archive.org/web/20140221104726/http://www.escapistmagazine.com/articles/view/columns/the-needles/1300-Inappropriate-Content-A-Brief-History-of-Videogame-Ratings-and-the-ESRB|archive-date=February 21, 2014|url-status=live|df=mdy-all}}</ref>  Both [[Nintendo]] and [[Sega]] had differing views on objectionable content in video games; a port of ''Mortal Kombat'' for the [[Super Nintendo Entertainment System|Super NES]] was censored to remove the game's overly violent content, whereas the port for Sega consoles retained much of this content, which helped increase sales.<ref name="gamesradar-nintendobanned"/><ref name="ign-worstcoinop">{{cite web | url=http://ca.ign.com/articles/2006/06/28/top-10-tuesday-worst-coin-op-conversions | title=Top 10 Tuesday: Worst Coin-op Conversions | website=[[IGN]] | date=June 27, 2006 | access-date=March 18, 2014 | last=Harris | first=Craig | archive-url=https://web.archive.org/web/20150112083132/http://ca.ign.com/articles/2006/06/28/top-10-tuesday-worst-coin-op-conversions | archive-date=January 12, 2015 | url-status=live | df=mdy-all }}</ref> In May 1993, British censors banned ''Night Trap'' from being sold to children under 15 years old in the United Kingdom, which was an influence on Sega's decision to create an age rating system.<ref>{{Cite news|date=June 2, 1993|title=Nintendo sells 100-millionth 'Mario' game|work=[[United Press International]] (UPI)|url=https://www.upi.com/Archives/1993/06/02/Nintendo-sells-100-millionth-Mario-game/6185738993600/|access-date=December 18, 2021}}</ref>

At the time of the 1993 hearings, there was no industry-wide standard in place for rating video games, which was a point of contention at the hearings.<ref name="noclip"/> Sega had implemented its own voluntary ratings system, the [[Videogame Rating Council]] (VRC), largely to rate games released for its own consoles, which Nintendo largely disputed.<ref name="Wired-kohler-chris-2009-07-29"/> The [[3DO Interactive Multiplayer]] platform had its own [[The 3DO Company#3DO Rating System|age ratings]] voluntarily determined by game publishers,<ref name="GPro57">{{cite magazine|title=Rated E|magazine=[[GamePro]]|issue=57|publisher=[[International Data Group|IDG]]|date=April 1994|pages=174}}</ref> and the [[Recreational Software Advisory Council]] (RSAC) was formed for rating PC games, which used a system that rated the intensity of specific classes of objectionable content, but did not use age recommendations. However, Lieberman did not believe that these systems were sufficient, and in February 1994, threatened to propose the creation of a federal commission for regulating and rating video games.<ref name="escapist-esrb"/> Stores like [[Toys "R" Us]] refused to sell titles they deemed were too violent for children following the hearings.<ref>{{cite web | url = https://venturebeat.com/2019/11/22/content-rated-by-an-oral-history-of-the-esrb-excerpt-doom-to-the-power-of-ten/ | title = Content Rated By: An Oral History of the ESRB excerpt — "Doom to the Power of Ten" | first = Blake | last = Harris | date = November 22, 2019 | access-date = December 19, 2019 | work = [[Venture Beat]] | archive-date = December 19, 2019 | archive-url = https://web.archive.org/web/20191219181653/https://venturebeat.com/2019/11/22/content-rated-by-an-oral-history-of-the-esrb-excerpt-doom-to-the-power-of-ten/ | url-status = live }}</ref>

With the threat of federal regulations, a group of major video game developers and publishers, including [[Acclaim Entertainment]] and [[Electronic Arts]] along with Nintendo and Sega, formed a political trade group known as the [[Entertainment Software Association|Interactive Digital Software Association]] in April 1994, with a goal to create a self-regulatory framework for assessing and rating video games. While Sega had proposed that the industry use its VRC rating system, Nintendo representatives objected to the idea because they did not want to associate themselves with the work of their main competitor; instead, a vendor-neutral rating system known as the Entertainment Software Rating Board (ESRB) was developed. The formation of the ESRB was officially announced to Congress on July 29, 1994. The ESRB was officially launched on September 16, 1994; its system consisted of five age-based ratings; "Early Childhood", "Kids to Adults" (later renamed "Everyone" in 1998), "Teen", "Mature", and "Adults Only". The ESRB was the first rating system to also use "descriptors" with brief explanations of the content contained in a game, as the ESRB found that parents wanted to have knowledge of this type of content before they purchased games for their children.<ref name="Wired-kohler-chris-2009-07-29">{{cite magazine |first=Chris |last=Kohler |title=July 29, 1994: Videogame Makers Propose Ratings Board to Congress |date=July 29, 2009 |magazine=[[Wired (magazine)|Wired]] |url=https://www.wired.com/thisdayintech/2009/07/dayintech_0729/ |publisher=[[Condé Nast Publications]] |access-date=June 1, 2011 |archive-url=https://web.archive.org/web/20140218213902/http://www.wired.com/thisdayintech/2009/07/dayintech_0729/ |archive-date=February 18, 2014 |url-status=live |df=mdy-all }}</ref><ref>{{cite web|url=http://www.esrb.org/about/news.aspx|title=Press releases and announcements from ESRB|access-date=December 30, 2016|archive-url=https://web.archive.org/web/20161208052158/http://www.esrb.org/about/news.aspx|archive-date=December 8, 2016|url-status=live|df=mdy-all}}</ref><ref name="noclip">{{cite video | url = https://www.youtube.com/watch?v=TaB-Tp4G6WI | title = How Does the ESRB Rate Video Games? | publisher = [[Noclip]] | via = [[YouTube]] | date = November 11, 2019 | access-date = November 11, 2019  }}</ref>

The U.S. arcade gaming industry did not adopt the ESRB system, with the American Amusement Machine Association (AAMA) having cited "fundamental differences between the coin-operated and consumer segments of the video game industry" as reasoning. The AAMA, the Amusement & Music Operators Association, and the International Association for the Leisure and Entertainment Industry, adopted their own three-tier "Parental Advisory System" in 1994, which uses three color-coded levels of content intensity (designated by green, yellow, and red stickers affixed to arcade cabinet artwork).<ref>{{Cite news|url=https://coin-op.org/pas-frequently-asked-questions/|title=PAS - Frequently Asked Questions|work=AAMA - American Amusement Machine Association|access-date=October 27, 2017|language=en-US|archive-url=https://web.archive.org/web/20180918123833/https://coin-op.org/pas-frequently-asked-questions/|archive-date=September 18, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite web|url=https://www.gamespot.com/articles/theater-group-to-impose-ratings-on-arcade-games/1100-6075491/|title=Theater group to impose ratings on arcade games|last=Layton|first=Thomas|date=September 19, 2003|website=GameSpot|language=en-US|access-date=October 27, 2017|archive-url=https://web.archive.org/web/20171027232258/https://www.gamespot.com/articles/theater-group-to-impose-ratings-on-arcade-games/1100-6075491/|archive-date=October 27, 2017|url-status=live|df=mdy-all}}</ref>

=== Expansion and recent developments ===
Alongside its efforts to classify video games, the ESRB also formed a division known as Entertainment Software Rating Board Interactive (ESRBi), which rated internet content using a similar system to its video game ratings. ESRBi also notably partnered with the [[internet service provider]] [[America Online]] to integrate these ratings into its existing [[parental controls]].<ref name="escapist-esrb"/><ref name="vchip-debate">{{cite book|last=Price|first=Monroe E.|title=The V-chip debate: content filtering from television to the Internet|year=1998|publisher=Routledge |isbn=1136684328}}</ref><ref name="copa-speech">{{cite web|title=TESTIMONY OF DR. ARTHUR POBER PRESIDENT OF THE ENTERTAINMENT SOFTWARE RATING BOARD BEFORE THE COMMISSION ON CHILD ONLINE PROTECTION|url=http://www.copacommission.org/meetings/hearing2/pober.test.pdf|publisher=Commission on Child Online Protection|access-date=April 13, 2014|archive-url=https://web.archive.org/web/20110105140814/http://www.copacommission.org/meetings/hearing2/pober.test.pdf|archive-date=January 5, 2011|url-status=live|df=mdy-all}}</ref> ESRBi was discontinued in 2003.<ref name="esrb-timeline">{{cite web|title=ESRB History|url=http://www.esrb.org/about/chronology.jsp|publisher=ESRB|access-date=April 13, 2014|archive-url=https://web.archive.org/web/20140407231529/http://www.esrb.org/about/chronology.jsp|archive-date=April 7, 2014|url-status=live|df=mdy-all}}</ref>

In 2002, Dr. Arthur Pober, the original president of the ESRB, stepped down so he could focus on academics. In November 2002, he was formally replaced by Patricia Vance, who formerly worked for [[The Princeton Review]] and [[The Walt Disney Company]].<ref name="lat-strategy">{{cite news|title=Strategy for Parents: Use Ratings, Be Informed|url=https://www.latimes.com/archives/la-xpm-2000-oct-26-tt-42068-story.html|work=Los Angeles Times|access-date=April 13, 2014|first=Jinny|last=Gudmundsen|date=October 26, 2000|archive-url=https://web.archive.org/web/20140415201916/http://articles.latimes.com/2000/oct/26/news/tt-42068|archive-date=April 15, 2014|url-status=live|df=mdy-all}}</ref><ref name="gamasutra-newpresident">{{cite web|title=New President Named To ESRB|url=https://www.gamedeveloper.com/game-platforms/new-president-named-to-esrb|work=Gamasutra|publisher=UBM plc|access-date=April 13, 2014|archive-url=https://web.archive.org/web/20140414220553/http://www.gamasutra.com/view/news/92492/New_President_Named_To_ESRB.php|archive-date=April 14, 2014|url-status=live|df=mdy-all}}</ref> In March 2005, the ESRB introduced a new rating, "Everyone 10+", designating games with content of a relatively higher impact than those of games rated "Everyone", but still not high enough to garner a "Teen" rating.<ref name="ftc-ratings"/><ref name="ign-e10plus">{{cite web|title=ESRB Introduces E10+ Game Rating|url=http://ca.ign.com/articles/2005/03/02/esrb-introduces-e10-game-rating|work=IGN|date=March 2, 2005 |publisher=IGN Entertainment|access-date=April 13, 2014|archive-url=https://archive.today/20140413215623/http://ca.ign.com/articles/2005/03/02/esrb-introduces-e10-game-rating|archive-date=April 13, 2014|url-status=live|df=mdy-all}}</ref> The first game to receive this rating was ''[[Donkey Kong Jungle Beat]]''.<ref>{{Cite web |last=Carey |first=Kirsten |date=2021-07-06 |title=Why Donkey Kong Jungle Beat Was The First E10+ Game |url=https://screenrant.com/donkey-kong-jungle-beat-e10-plus-rating-esrb/ |access-date=2023-02-20 |website=ScreenRant |language=en}}</ref>

In response to the growth of [[smartphone]] use, in November 2011, [[CTIA – The Wireless Association|CTIA]], a group of major U.S. companies representing the wireless industry, and ESRB announced the co-development of a free, voluntary ratings process for [[Mobile app|mobile]] [[app store]]s. The system uses ESRB's icons and content descriptors, along with four additional "Interactive Elements" ("Digital Purchases", "Shares Info," "Shares Location," and "Users Interact") to inform users of an app's behavior in regards to data collection and interactions with others. [[Verizon Wireless]] and [[T-Mobile US]] were among the first to implement the system for their own application storefronts, and [[Microsoft]]'s [[Windows Phone Store|Windows Phone Marketplace]] already supported ESRB ratings upon its introduction.<ref name="cnet-kneecap"/><ref name="ctia-appratings">{{cite web|title=ESRB, CTIA Detail Voluntary Mobile App Rating System|url=https://www.gamedeveloper.com/production/esrb-ctia-detail-voluntary-mobile-app-rating-system|work=Gamasutra|publisher=UBM plc|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140512083933/http://www.gamasutra.com/view/news/128390/ESRB_CTIA_Detail_Voluntary_Mobile_App_Rating_System.php|archive-date=May 12, 2014|url-status=live|df=mdy-all}}</ref><ref name="kotaku-esrblootboxes"/> ESRB president Patricia Vance explained that the partnership was intended to help broaden the ESRB's reach into the mobile market, and that "consumers, especially parents, benefit from having a consistently applied set of ratings for games rather than a fragmented array of different systems."<ref name="poylgon-iconupdate"/>

In November 2012, the ESRB and other video game ratings boards, including [[PEGI]], the [[Australian Classification Board]], and [[USK]] among others, established a consortium known as the [[International Age Rating Coalition]] (IARC). The group sought to design an online, questionnaire-based rating process for digitally-distributed video games that could generate ratings for multiple video game ratings organizations at once. The resulting ratings information is tied to a unique code, which can then be used by online storefronts to display the corresponding rating for the user's region.<ref name="ign-ausiarc">{{cite web|title=Getting Digitally-Distributed Games Classified in Australia to Be Cost-Free|url=http://ca.ign.com/articles/2014/09/01/getting-digitally-distributed-games-classified-in-australia-to-be-cost-free|website=IGN.com|date=September 2014 |access-date=March 17, 2015|archive-url=https://web.archive.org/web/20151122130132/http://ca.ign.com/articles/2014/09/01/getting-digitally-distributed-games-classified-in-australia-to-be-cost-free|archive-date=November 22, 2015|url-status=live|df=mdy-all}}</ref><ref name="wsj-consistency">{{cite news|title=Game Makers Push to Make Ratings Consistent Across All Platforms|url=https://www.wsj.com/articles/SB10001424127887324595904578117484171808510|access-date=March 17, 2015|work=The Wall Street Journal|archive-url=https://web.archive.org/web/20150402223717/http://www.wsj.com/articles/SB10001424127887324595904578117484171808510|archive-date=April 2, 2015|url-status=live|df=mdy-all}}</ref> The three major console makers, Microsoft, Sony, and Nintendo have all committed to supporting IARC for their digital storefronts, including ESRB ratings for North American markets.<ref name="gibiz iarc consoles">{{cite web | url = http://www.gamesindustry.biz/articles/2015-03-17-esrb-expanding-to-mobile-digital-platforms | title = ESRB expanding to mobile, digital platforms | first = James | last = Brightman | date = March 17, 2015 | access-date = November 27, 2017 | work = [[GamesIndustry.biz]] | archive-url = https://web.archive.org/web/20171201040357/http://www.gamesindustry.biz/articles/2015-03-17-esrb-expanding-to-mobile-digital-platforms | archive-date = December 1, 2017 | url-status = live | df = mdy-all }}</ref> [[Google Play Store]] was updated in March 2015 to adopt and display ESRB ratings for apps in North America through IARC.<ref name="verge-googleplayesrb">{{cite web|title=Google Play adopts industry standard for age ratings on mobile games|url=https://www.theverge.com/2015/3/17/8231207/google-play-esrb-iarc-game-ratings|website=The Verge|date=March 17, 2015 |publisher=Vox Media|access-date=March 17, 2015|archive-url=https://web.archive.org/web/20150318040334/http://www.theverge.com/2015/3/17/8231207/google-play-esrb-iarc-game-ratings|archive-date=March 18, 2015|url-status=live|df=mdy-all}}</ref> Windows Store also implemented IARC in January 2016.<ref name="gibiz-iarcwindows">{{cite web|title=Windows Store adopts IARC rating system|url=http://www.gamesindustry.biz/articles/2016-01-07-windows-store-adopts-iarc-rating-system|website=GamesIndustry.biz|date=January 7, 2016 |access-date=February 7, 2016|archive-url=https://web.archive.org/web/20160207103013/http://www.gamesindustry.biz/articles/2016-01-07-windows-store-adopts-iarc-rating-system|archive-date=February 7, 2016|url-status=live|df=mdy-all}}</ref> [[Apple Inc.|Apple]]'s [[iOS App Store|App Store]] still uses its own generic age rating system and does not use the ESRB or IARC systems.<ref name="cnet-kneecap">{{cite web|title=Apple, Google kneecap 'universal' content rating for apps|url=http://news.cnet.com/8301-1035_3-57332972-94/apple-google-kneecap-universal-content-rating-for-apps/|work=CNET|publisher=CBS Interactive|access-date=March 23, 2014|archive-url=https://web.archive.org/web/20120206204445/http://news.cnet.com/8301-1035_3-57332972-94/apple-google-kneecap-universal-content-rating-for-apps/|archive-date=February 6, 2012|url-status=live|df=mdy-all}}</ref><ref name="tc-ctiaapps">{{cite web | url=https://techcrunch.com/2011/11/29/ctia-and-esrb-debuts-app-rating-system-no-buy-in-from-google-or-apple/ | title=CTIA And ESRB Debut App Rating System, No Buy-In From Google Or Apple | publisher=[[AOL]] | work=TechCrunch | date=November 29, 2011 | access-date=March 19, 2014 | archive-url=https://web.archive.org/web/20140405120322/http://techcrunch.com/2011/11/29/ctia-and-esrb-debuts-app-rating-system-no-buy-in-from-google-or-apple/ | archive-date=April 5, 2014 | url-status=live | df=mdy-all }}</ref>

==Rating process==
While the ESRB formally operates within the ESA, they operate independently of the trade group to assess and apply industry-wide standards for video games. The ESRB operates out of offices in New York City.<ref name="noclip"/>

To obtain a rating for a game, a publisher submits a detailed questionnaire (a "Long Form") that describes the graphic and extreme content found in the game to the ESRB, along with a video (VHS, DVD, video file, or other means) that demonstrates this content which can include gameplay footage and in-game cutscenes. This information includes the game's context, storyline, gameplay mechanics, reward system, unlockable and otherwise "hidden" content, and other elements that may affect its rating; the ESRB seeks to have enough information on context of the extreme content to be able to judge its appropriateness.<ref name="noclip"/> The video game publisher may also provide printed copies of the game's script and lyrics from songs in the game. The publisher also pays an upfront fee for obtaining the ESRB rating.<ref name="noclip"/>

After the information is reviewed for completeness and appropriateness by ESRB staff, the material is sent to at least three different raters, who are treated anonymously and prevented from talking directly with the publishers through the ESRB offices.<ref name="noclip"/> Raters represent various demographics, including parents, along with [[Gamer|casual and "hardcore" gamers]]. Raters were formerly hired on a part-time basis, but in 2007, ESRB transitioned to a team of seven full-time raters, who all live in the New York City area.<ref name="ars-lying1m" /><ref name="gs-fulltime">{{cite web | url=http://www.gamespot.com/articles/esrb-hiring-full-time-raters/1100-6166197/ | title=ESRB hiring full-time raters | publisher=[[CNET Networks]] | work=GameSpot | access-date=March 18, 2014 | archive-url=https://web.archive.org/web/20171001235029/https://www.gamespot.com/articles/esrb-hiring-full-time-raters/1100-6166197/ | archive-date=October 1, 2017 | url-status=live | df=mdy-all }}</ref><ref name="gi-ratingsgame"/><ref name="gamasutra-notyetrated">{{cite web|title=This Game Is Not Yet Rated: Inside The ESRB Ratings System|url=https://www.gamedeveloper.com/game-platforms/this-game-is-not-yet-rated-inside-the-esrb-ratings-system|work=[[Gamasutra]]|publisher=[[UBM plc]]|date=October 16, 2007|first=Matt |last=Matthews|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140319060402/http://www.gamasutra.com/view/feature/130387/this_game_is_not_yet_rated_inside_.php|archive-date=March 19, 2014|url-status=live|df=mdy-all}}</ref><ref name="ars-changes">{{cite web | url=https://arstechnica.com/uncategorized/2005/09/5311-2/ | title=ESRB makes changes in wake of Hot Coffee | publisher=Condé Nast Publications | work=Ars Technica | date=September 15, 2005 | access-date=March 19, 2014 | archive-url=https://web.archive.org/web/20140319055909/http://arstechnica.com/uncategorized/2005/09/5311-2/ | archive-date=March 19, 2014 | url-status=live | df=mdy-all }}</ref><ref name="esrb-faq"/> The raters discuss what the most appropriate and "helpful" rating for the game would be, based on the footage and details provided. Most ESRB reviews at this stage take on the order of 45 minutes, though some cases based on material provided by publisher or by the type of game have taken up to four hours over multiple days to complete.<ref name="noclip"/> One rater is designated as the lead for each game reviewed. The lead rater writes up the report and conclusions of the process, and works with other ESRB staff members to do a parity analysis to make sure the assigned ratings align with ratings from similar games in the past. Overall, between the raters' discussion and final reporting, the process takes about a week to complete.<ref name="noclip"/>

At times during the internal review, the raters may find inconsistencies between the details on the Long Form and in the video footage. Should these occur, the ESRB contacts the publisher to ask for clarification of these matters, typically which are then resolved quickly. In some cases, the omission of certain material on the Long Form or in the footage may be significant. For any publisher, the ESRB gives them a number of warnings of such omissions which help the publisher to better prepare future submissions, but should a publisher make such omissions multiple times, the ESRB will fine them for subsequent infractions.<ref name="noclip"/>

The publisher receives this final report of what rating the game will carry. According to the ESRB, most publishers have a good expectation of what they will be assigned and do not challenge what they are given.<ref name="noclip"/> However, if a publisher does not agree with the rating that they were assigned, they may ask questions about why a rating was given and work back and forth with the ESRB to adjust it. Alternatively, the publisher may edit the game and submit the revised version for a new rating, which restarts the process. In such cases, the ESRB does not inform the publisher of what content must be changed or removed to change the rating, but only which content triggered certain rating elements, leaving the choice to the publisher to resolve.<ref name="noclip"/> For example, an initial cut of ''[[The Punisher (2005 video game)|The Punisher]]'' was given an AO rating due to the extremely violent nature of certain scenes contained within the game. To lessen their impact, the developer changed these scenes to be rendered in black and white: the revised cut of the game was re-submitted, and received the M rating.<ref name="polygon-aoartform"/>  There is also an appeals process, but as of 2007, it has never been used.<ref name="gamasutra-notyetrated"/>

When the game is ready for release, the publisher sends copies of the final version of the game to the ESRB, who reviews the game's packaging, and a random number of games they receive are [[Game testing|play tested]] for a more thorough review, typically for up to four hours.<ref name="noclip"/> Penalties apply to publishers who misrepresent the content of their games, including the potential for fines up to US $1 million and a product recall to reprint proper labels, if deemed necessary.<ref name="ars-lying1m" /><ref name="esrb-faq">{{cite web|title=FAQs about ESRB|url=http://www.esrb.org/ratings/faq.jsp|publisher=ESRB|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20110624103954/http://www.esrb.org/ratings/faq.jsp|archive-date=June 24, 2011|url-status=live|df=mdy-all}}</ref><ref name="noclip"/> With newer games often having large content patches at release as well as downloadable content, season passes, and other [[games as a service]] updates, the ESRB will flag these games in their system and periodically check on the new content to make sure it remains within the established rating.<ref name="noclip"/>

The ESRB typically posts rating information for new titles on its website 30 days after the rating process is complete; in 2008, in response to incidents where this practice inadvertently leaked information about games that had not yet been announced, the ESRB began to allow publishers to place [[news embargo|embargoes]] on the release of ratings information until a game is officially announced.<ref>{{cite news | url=http://www.edge-online.com/news/esrb-reins-premature-game-leaks/ | title=ESRB Reins In Premature Game Leaks | publisher=Future Publishing | work=Edge | date=June 19, 2008 | access-date=March 18, 2014 | last=Graft | first=Kris | archive-url=https://web.archive.org/web/20140114134809/http://www.edge-online.com/news/esrb-reins-premature-game-leaks/ | archive-date=January 14, 2014 | url-status=live | df=mdy-all }}</ref>

===Associated media review===
Besides evaluating games, the ESRB also oversees the marketing and advertising materials released for games that have undergone the ESRB rating process or in progress. This includes making sure that such material includes the given ESRB rating, and that the marketing has been tailored appropriately to its target audience, particularly for television spots.<ref name="noclip"/> The ESRB provides guidance for what type of content is reasonable for certain types of games, what type of content may be inappropriately gratuitous, and the presentation of the ESRB rating within the work.<ref name="noclip"/> The ESRB will go back and forth with publishers when there is objectionable elements within the marketing to correct these issues.<ref name="noclip"/>

===Shortened processes===
In April 2011, the ESRB introduced its Short Form, a free, streamlined, automated process for assigning ratings for console downloadable games as a way to address the rapidly growing volume of digitally-delivered games. Rather than having raters review each product (the Long Form), publishers of these games complete a series of multiple-choice questions that address content across relevant categories, including violence, sexual content, language, etc. The responses automatically determine the game's rating category and content descriptors. Games rated via this process may be tested post-release to ensure that content was properly disclosed. The survey-based method is also used in the ESRB/CTIA and IARC rating programs for [[mobile app]]s.<ref name="ctia-appratings"/><ref name="verge-googleplayesrb" /><ref name="nyt-busyjob">{{cite news|title=Busy Job of Judging Video-Game Content to Be Ceded to Machines|url=https://www.nytimes.com/2011/04/18/arts/video-games/video-games-rating-board-questionnaire.html?_r=0|work=The New York Times|access-date=March 19, 2014|first=Seth|last=Schiesel|date=April 17, 2011|archive-url=https://web.archive.org/web/20150403100748/http://www.nytimes.com/2011/04/18/arts/video-games/video-games-rating-board-questionnaire.html?_r=0|archive-date=April 3, 2015|url-status=live|df=mdy-all}}</ref> The ESRB phased out the Short Form for digital-only games, instead directing those developers and publishers to use the similar free questionnaire-driven IARC program, which was being adopted beyond mobile app stores, including the Nintendo eShop and PlayStation Store, as a requirement for posting, and which automatically are accepted by several national-level rating boards, including the ESRB.<ref>{{cite web | url = http://www.pcgamesinsider.biz/news/67069/esrb-confirms-digital-games-will-still-get-free-ratings/ | title = ESRB confirms digital games will still get free ratings | first = Natalie | last = Clayton | date = May 18, 2018 | access-date = May 18, 2018 | work = [[PC Games Insider]] | archive-url = https://web.archive.org/web/20180518200336/http://www.pcgamesinsider.biz/news/67069/esrb-confirms-digital-games-will-still-get-free-ratings/ | archive-date = May 18, 2018 | url-status = live | df = mdy-all }}</ref>

In response to concerns from Sony on the growing number of indie game titles that were receiving physical releases alongside retail ones, the ESRB began instituting new rules around August 2017 that any retail product was mandated to undergo the standard Long Form review for the game, disallowing the use of the Short Form for such titles. Alongside this, ESRB introduced a "value tier" for the Long Form review process for games developed at lower budgets (under $1 million), with a cost of $3000 for obtaining the retail rating. This decision has impacted the choice of several boutique indie game publishers, who have either cancelled plans for retail versions or had to stop selling retail versions to comply with the new ESRB rules.<ref>{{cite web | url = https://kotaku.com/new-rating-requirement-makes-life-harder-for-smaller-ga-1820296023 | title = New Rating Requirement Makes Life Harder For Smaller Game Publishers | first = Ethan | last = Gach | date = November 9, 2017 | access-date = November 10, 2017 | work = [[Kotaku]] | archive-url = https://web.archive.org/web/20171110014425/https://kotaku.com/new-rating-requirement-makes-life-harder-for-smaller-ga-1820296023 | archive-date = November 10, 2017 | url-status = live | df = mdy-all }}</ref>

==Ratings==
{{redirect|Adults Only 18+|the concept|18 rating|similar topics|Adults Only (disambiguation){{!}}Adults Only}}
[[File:ESRBrating.PNG|thumb|right|160px|A typical ESRB rating label, listing the rating and specific content descriptors for ''[[Rabbids Go Home]]'']]

ESRB ratings are primarily identified through icons, which are displayed on the packaging and promotional materials for a game. Each icon contains a stylized alphabetical letter representing the rating. A full label, containing both "content descriptors" and rating, are typically displayed on the back of a game's packaging.<ref name="ftc-ratings"/>

Games that provide post-release [[downloadable content]] must ensure that the new content remains consistent with the original ESRB rating; otherwise the ESRB requires that the original game be re-evaluated and remarked with the more appropriate rating in considering this new content.<ref name="escapist-didnotbreak">{{cite web|title="Boobies Did Not Break the Game": The ESRB Clears the Air On Oblivion|url=http://www.escapistmagazine.com/articles/view/video-games/editorials/op-ed/797-Boobies-Did-Not-Break-the-Game-The-ESRB-Clears-the-Air-On-Oblivi|website=The Escapist|access-date=December 30, 2016|archive-url=https://web.archive.org/web/20141230114016/http://www.escapistmagazine.com/articles/view/video-games/editorials/op-ed/797-Boobies-Did-Not-Break-the-Game-The-ESRB-Clears-the-Air-On-Oblivi|archive-date=December 30, 2014|url-status=live|df=mdy-all}}</ref><ref>{{cite magazine | url = https://www.wired.com/2008/04/esrb-dlc-must-m/ | title = ESRB: Downloadable Content Must Maintain Original Rating | first = Earnest | last = Cavalli | date = April 17, 2008 | access-date = November 27, 2017 | magazine = [[Wired (magazine)|Wired]] | archive-url = https://web.archive.org/web/20171201030920/https://www.wired.com/2008/04/esrb-dlc-must-m/ | archive-date = December 1, 2017 | url-status = live | df = mdy-all }}</ref>  
[[File:ESRB_1998_Kids_to_Adults.svg|thumb|112x112px|The original design of the ESRB icon]]
The appearance of the ratings icons themselves have been updated several times; originally carrying a stylized, pixelated look, they were first updated in late <!-- Possibly September (21st?), but need to find a source on this --> 1999 to carry a cleaner appearance. In August 2013, the rating icons were streamlined again; the textual name of the rating became black text on white, the "content rated by" tagline was removed, and [[registered trademark symbol]]s were moved to the bottom-right corner. The changes were intended to increase the icons' clarity at smaller sizes (such as on mobile devices), reflecting the growth in the digital distribution of video games.<ref name="poylgon-iconupdate">{{cite web | url=http://www.polygon.com/2013/8/2/4580328/esrb-tweaks-rating-icons-digital-mobile-future-patricia-vance-interview | title=ESRB tweaks rating icons for digital and mobile future | publisher=[[Vox Media]] | work=Polygon | date=August 2, 2013 | access-date=August 2, 2013 | archive-url=https://web.archive.org/web/20130806113926/http://www.polygon.com/2013/8/2/4580328/esrb-tweaks-rating-icons-digital-mobile-future-patricia-vance-interview | archive-date=August 6, 2013 | url-status=live | df=mdy-all }}</ref>
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{| class="wikitable"
|-
!Icon
!Rating
!Years active
!Description
|-
|[[File:ESRB 2013 Rating Pending.svg|80px]]
|'''Rating Pending''' (RP)
|1994–present<ref name="esrb-timeline" />
|This symbol is used in promotional materials for games which have not yet been assigned a final rating by the ESRB.<ref name="ftc-ratings" /><ref name="ftc-interactions">{{cite web|url=http://www.esrb.org/ratings/ratings_guide.jsp|title=ESRB Ratings and Online Interaction Tags|publisher=Entertainment Software Rating Board|access-date=April 19, 2015|archive-url=https://web.archive.org/web/20150418004424/http://www.esrb.org/ratings/ratings_guide.jsp|archive-date=April 18, 2015|url-status=live|df=mdy-all}}</ref>
|-
|[[File:ESRB 2013 Rating Pending Likely Mature 17 +.svg|80px]]
|'''Rating Pending – Likely Mature 17+''' (RP)
|2021–present<ref name="esrb-timeline" />
|This symbol is used in promotional materials for games which have not yet been assigned a final rating by the ESRB, but are anticipated to carry a "Mature" rating based on their content.<ref name="ftc-interactions" />
|-
|[[File:ESRB 2013 Everyone.svg|80px]]
|'''Everyone''' (E)
|1994–1998 (as K-A)<ref name="esrb-timeline" /><br />1998–present (as E)<ref name="esrb-timeline" />
|Games with this rating contain content that the ESRB believes is suitable for all ages,<ref name="ftc-interactions" /> including minimal cartoon, fantasy, or mild [[Violence and video games|violence]], and infrequent use of profane language.<ref name="ftc-ratings" /><ref name="ftc-interactions" /> This rating was initially known as '''Kids to Adults''' (K-A) until 1998, due to trademark issues preventing the use of an "E" icon.<ref>{{cite magazine |title=Give Me an E|magazine=[[Electronic Gaming Monthly]] |publisher=Ziff Davis |issue=104 |date=March 1998 |page=32}}</ref><ref name="esrb-timeline" /> Prior to 2018, the ESRB had a suggested age recommendation of ages 6 and over.{{citation needed|reason=Sources prior to 2018 do not appear to carry such an age recommendation. See https://web.archive.org/web/20140406213435/http://www.esrb.org/ratings/ratings_guide.jsp|date=April 2025}}
|-
|[[File:ESRB 2013 Everyone 10+.svg|80px]]
|'''Everyone 10+''' (E10+)
|2005–present<ref name="esrb-timeline" />
|Games with this rating contain content that the ESRB believes is suitable for ages 10 and over, including a larger amount of cartoon, fantasy, or mild violence than the "E" rating can accommodate, mild to moderate use of profane language, and minimal [[Sexual suggestiveness|suggestive]] themes.<ref name="ftc-ratings" /><ref name="ftc-interactions" />   
|-
|[[File:ESRB 2013 Teen.svg|80px]]
|'''Teen''' (T)
|1994–present<ref name="esrb-timeline" />
|Games with this rating contain content that the ESRB believes is suitable for ages 13 and over, including aggressive depictions of violence with minimal blood, moderate suggestive themes, [[crude humor]], and stronger use of profane language.<ref name="ftc-ratings">{{cite web|url=http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt154.shtm |title=Video Games: Reading the Ratings on the Games People Play |publisher=[[Federal Trade Commission]] |date=April 24, 2009 |access-date=June 14, 2012 |archive-url=https://web.archive.org/web/20100527235028/http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt154.shtm|url-status=dead|archive-date=May 27, 2010}}</ref><ref name="ftc-interactions" />
|-
|[[File:ESRB 2013 Mature.svg|80px]]
|{{Anchor|Mature}}'''Mature 17+''' (M)
|1994–present<ref name="esrb-timeline" />
|Games with this rating contain content that the ESRB believes is suitable for ages 17 and over, including intense and/or realistic depictions of violence, blood and gore, sexual content, and frequent use of profane and vulgar language.<ref name="ftc-ratings" /><ref name="ftc-interactions" />
|-
|[[File:ESRB 2013 Adults Only.svg|80px]]
|'''Adults Only 18+''' (AO)
|1994–present<ref name="esrb-timeline" />
|{{see also|List of AO-rated video games}}
Games with this rating contain content that the ESRB believes is suitable for ages 18 and over; the majority of AO-rated titles are [[adult video game]]s with graphic sexual content. There have been isolated cases of games receiving the rating for other reasons, including high-impact violence, and allowing players to [[Online gambling|gamble]] using real money.<ref name="ftc-ratings" /><ref name="gamasutra-notyetrated" /><ref name="polygon-aoartform" /><ref name="ftc-interactions" /><ref name="cnet-sonysaysno">{{cite web | url=http://news.cnet.com/8301-13506_3-20006844-17.html | title=Vivid: Sony said no to PS3 porn streaming | publisher=[[CBS Interactive]] | work=CNET | access-date=December 10, 2013 | archive-url=https://web.archive.org/web/20100605134923/http://news.cnet.com/8301-13506_3-20006844-17.html | archive-date=June 5, 2010 | url-status=live | df=mdy-all }}</ref><ref>{{cite web | url=http://www.gamespot.com/news/6172830.html | title=Sony, Nintendo refuse to allow AO rated games on their consoles | publisher=CNET Networks | work=GameSpot | date=June 20, 2007 | access-date=January 12, 2011 | last=Sinclair | first=Brendan | archive-url=https://web.archive.org/web/20110722091246/http://www.gamespot.com/news/6172830.html | archive-date=July 22, 2011 | url-status=live | df=mdy-all }}</ref> The latter also includes [[Blockchain game|games that utilize blockchain technology]] to distribute virtual goods with real-world value.<ref name=":2">{{Cite web |last=Khalid |first=Amrita |date=2023-12-19 |title=Epic Games will permit adults-only blockchain games in its store |url=https://www.theverge.com/2023/12/19/24008602/epic-games-store-adults-only-blockchain-games |access-date=2023-12-20 |website=The Verge |language=en}}</ref>
|}

===Retired ratings===

{| class="wikitable"
|-
!Icon
!Rating
!Years active
!Description
|-
|[[File:ESRB 2013 Early Childhood.svg|80px]]
|'''Early Childhood''' (EC)
|1994–2018<ref name="esrb-timeline"/><ref name="EC tweet">{{cite tweet |author=ESRB |user=ESRBRatings |number=1120695817340321794 |date=April 23, 2019 |title=@FrodoGate222 Yes, we retired the eC rating last year around this time. There were SO few games that fit the criteria, and the argument could almost always be made that E was also applicable for those titles! |language=en |access-date=December 27, 2022 |archive-url=https://web.archive.org/web/20220926012606/https://twitter.com/esrbratings/status/1120695817340321794 |archive-date=September 26, 2022 |url-status=live}}</ref>
|This rating denoted content which is aimed towards a [[preschool]] audience. Games with the rating do not contain content that parents would find objectionable to this audience.<ref name="ftc-ratings" /><ref name="ftc-interactions" /> The EC rating was retired in 2018 due to underuse; such content today would receive an E rating.<ref name="EC tweet" />
|}

=== Content descriptors ===
In addition to the main age-based ratings, ESRB ratings also incorporate one or more of 31 "content descriptors", which provide detailed information about the specific types and levels of objectionable content contained in a game, including categories covering different levels of [[violence]], language, [[Sex and nudity in video games|sexual content]], [[Sex and nudity in video games|nudity]], use of [[alcoholic beverage]]s, [[tobacco products]] and [[drug]]s, crude and mature humor, or [[gambling]].<ref name="ftc-ratings"/> When a descriptor is preceded by the  term "Mild", it is intended to convey low frequency (unless the definition of the content descriptor says otherwise), intensity, or severity.<ref name=":0" />

{| class="wikitable"
|+
!Name
!Description
|-
|'''[[Alcohol (drug)|Alcohol]] Reference'''
|References to alcohol in any form.<ref name=":0">{{Cite web|url=https://www.esrb.org/ratings/ratings_guide_gamecenter.aspx|title=Game Ratings & Content Descriptors|website=Entertainment Software Rating Board|archive-url=https://web.archive.org/web/20181207102743/https://www.esrb.org/ratings/ratings_guide_gamecenter.aspx|archive-date=December 7, 2018|url-status=live|access-date=December 6, 2018|df=mdy-all}}</ref>
|-
|'''Animated Blood'''
|Content includes unrealistic and/or discolored blood.<ref name=":0" />
|-
|'''Blood'''
|Graphics include realistic blood.<ref name=":0" />
|-
|'''Blood and [[Graphic violence|Gore]]'''
|Graphics include realistic blood and the mutilation of body parts.<ref name=":0" />
|-
|'''[[Cartoon violence|Cartoon Violence]]'''
|Violent actions that look cartoon-like in nature.<ref name=":0" />
|-
|'''Comic Mischief'''
|Content includes slapstick or suggestive humor.<ref name=":0" />
|-
|'''[[Crude Humor]]'''
|Content includes humor that may seem vulgar.<ref name=":0" />
|-
|'''Drug Reference'''
|References to illegal drugs in any form.<ref name=":0" />
|-
|'''Fantasy Violence'''
|Violent actions that look unrealistic and can easily be distinguished from reality.<ref name=":0" />
|-
|'''Gambling Themes'''
|Prominently features images or activities that are typically associated with real-world gambling, even if they are not directly simulating a gambling experience.<ref name=":0" />
|-
|'''Intense Violence'''
|Graphic and realistic depictions of violence. May include weapons, human injury, blood, gore and/or death.<ref name=":0" />
|-
|'''Language'''
|Mild to moderate use of profanity.<ref name=":0" />
|-
|'''Lyrics'''
|Mildly objectionable lyrics contained in the game's soundtrack contain use of profanities, and/or references to sexuality, alcohol, tobacco, and/or drug use.<ref name=":0" />
|-
|'''Mature Humor'''
|Content includes "adult" humor.<ref name=":0" />
|-
|'''[[Nudity]]'''
|Depictions of nudity.<ref name=":0" />
|-
|'''Partial Nudity'''
|Brief and/or mild depictions of nudity.<ref name=":0" />
|-
|'''Real [[Gambling]]'''
|Player can gamble with real-life currency.<ref name=":0" />
|-
|'''Sexual Content'''
|Depictions of sexual behavior.<ref name=":0" />
|-
|'''Sexual Themes'''
|References to sex and/or sexuality.<ref name=":0" />
|-
|'''[[Sexual Violence]]'''
|Includes violent, sexual acts including rape.<ref name=":0" />
|-
|'''Simulated Gambling'''
|Contains gameplay that simulates gambling activities without using real-life currency.<ref name=":0" />
|-
|'''Strong Language'''
|Explicit/frequent use of profanity.<ref name=":0" />
|-
|'''Strong Lyrics'''
|Lyrics contained in the game's soundtrack contain explicit/frequent use of profanities and/or references to sexuality.<ref name=":0" />
|-
|'''Strong Sexual Content'''
|Explicit and/or frequent sexual behavior.<ref name=":0" />
|-
|'''Suggestive Themes'''
|Mild references to sex and/or sexuality.<ref name=":0" />
|-
|'''Tobacco Reference'''
|References to tobacco products in any form.<ref name=":0" />
|-
|'''Use of [[Drugs]]'''
|Depictions of the use of real illegal drugs.<ref name=":0" />
|-
|'''Use of Alcohol'''
|Depictions of alcohol consumption.<ref name=":0" />
|-
|'''Use of [[Tobacco]]'''
|Depictions of the use of tobacco products.<ref name=":0" />
|-
|'''Violent References'''
|References to violent acts.<ref name=":0" />
|-
|'''Violence'''
|Content includes aggressive behavior against an individual, community, self, or other real or fictional animals.<ref name=":0" />
|}

===Interactive elements===
An ESRB ratings label may also include a third section related to "Interactive Elements", which disclaims if a game offers online communications, collects [[personal data]], or offers digital goods or other premiums (including downloadable content and [[microtransaction]]s) that require payment of real money to obtain.<ref>{{Cite news |date=February 27, 2018 |title=ESRB mandating new label for games with microtransactions |language=en |work=CNET |url=https://www.cnet.com/news/new-video-game-label-will-be-required-for-in-game-purchases/ |url-status=live |access-date=June 1, 2018 |archive-url=https://web.archive.org/web/20180630000202/https://www.cnet.com/news/new-video-game-label-will-be-required-for-in-game-purchases/ |archive-date=June 30, 2018 |df=mdy-all}}</ref>
{| class="wikitable"
|+
!Icon
!Name
!Description
|-
|
|'''[[In-app purchases|In-Game Purchases]]'''
|Game contains means to purchase in-game items with real-world money.<ref name="gamasutra ingame"/>
|-
|
|'''In-Game Purchases (Includes Random Items)'''
|Game contains in-game offers to purchase digital goods or premiums with real world currency (including virtual currency purchasable with real-world currency) for which the player does not know prior to purchase the specific digital goods or premiums they will be receiving, including [[loot box]]es, item packs, and mystery awards.<ref>{{cite web | url = https://www.gamesindustry.biz/articles/2020-04-13-esrb-intros-new-label-for-loot-boxes | title = ESRB intros new label for loot boxes | first = Brendan | last = Sinclair | date = April 13, 2020 | access-date = April 13, 2020 | work = [[GamesIndustry.biz]] | archive-date = April 13, 2020 | archive-url = https://web.archive.org/web/20200413194748/https://www.gamesindustry.biz/articles/2020-04-13-esrb-intros-new-label-for-loot-boxes | url-status = live }}</ref>
|-
|[[File:ESRB Shares Info (2013-).svg|80px]]
|'''Shares Info'''
|Personal information such as email address, phone number or credit card  is provided to third parties.<ref name=":1">{{Cite web|title=ESRB adds ratings for downloadable games|url=http://www.nbcnews.com/tech/tech-news/esrb-adds-ratings-downloadable-games-flna1C6669507|access-date=September 7, 2020|website=NBC News|date=October 24, 2012 |language=en|archive-date=October 30, 2020|archive-url=https://web.archive.org/web/20201030010441/https://www.nbcnews.com/tech/tech-news/esrb-adds-ratings-downloadable-games-flna1C6669507|url-status=live}}</ref>
|-
|[[File:ESRB Shares Location (2013-).svg|80px]]
|'''Shares Location'''
|Can display the player's location with other players.<ref name=":1" />
|-
|
|'''Unrestricted Internet'''
|Product provides access to the internet.<ref>{{Cite web|last=Hall|first=Charlie|date=March 3, 2018|title=A brief history of the ESRB rating system|url=https://www.polygon.com/2018/3/3/17068788/esrb-ratings-changes-history-loot-boxes|access-date=September 7, 2020|website=Polygon|language=en|archive-date=October 9, 2020|archive-url=https://web.archive.org/web/20201009152910/https://www.polygon.com/2018/3/3/17068788/esrb-ratings-changes-history-loot-boxes|url-status=live}}</ref>
|-
|[[File:ESRB Users Interact (2013-).svg|80px]]
| '''Users Interact'''
|Players can get in direct communication with others through social media and networks.<ref name=":1" />
|-
|
|'''Online Music Not Rated by the ESRB'''
|Warns that songs that are streamed or downloaded as add-ons for music-based games have not been rated and that their content has not been considered in the ESRB rating assignment.
|}

==Enforcement==
The ESRB rating system is primarily enforced on a [[Self-regulatory organization|self-regulatory]] basis by the [[Video game industry|video game]] and [[Retail industry|retail industries]]; in markets where it is used, retailers typically enforce the "Mature" rating using [[photo identification]], and refuse to stock video games that have not been rated by the organization, or are rated "Adults Only".<ref name="ars-housebill"/><ref name="ars-ftcratings"/><ref name="ars-esrblaw"/> Modern [[video game console]]s include [[parental controls]] that can be configured to restrict games played by specific users, using factors such as their ESRB rating.<ref>{{Cite news|url=https://www.consumer.ftc.gov/articles/0270-kids-parents-and-video-games#controls|title=Kids, Parents, and Video Games|date=June 26, 2012|publisher=Federal Trade Commission|access-date=March 11, 2018|language=en|archive-url=https://web.archive.org/web/20180311141424/https://www.consumer.ftc.gov/articles/0270-kids-parents-and-video-games#controls|archive-date=March 11, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://www.digitaltrends.com/gaming/video-games-how-to-setup-parental-controls-version-1431990207/|title=Gaming with guidance: How to set up parental controls on modern consoles, handhelds, and computers|date=May 9, 2017|work=Digital Trends|access-date=March 11, 2018|language=en-US|archive-url=https://web.archive.org/web/20180311141120/https://www.digitaltrends.com/gaming/video-games-how-to-setup-parental-controls-version-1431990207/|archive-date=March 11, 2018|url-status=live|df=mdy-all}}</ref> The ESRB has also taken action against video game distributors who use the ratings icons in advertising without authorization or having actually been issued the rating by the board.<ref name="gibiz-wartune"/>

[[Steam (service)|Steam]], the largest digital distribution storefront for personal computers, does display ratings when available, and allows games to be categorized and filtered based on categories and the extent of potentially objectionable content,<ref name="pcgamer sept2018 policy">{{cite magazine | url = https://www.pcgamer.com/valve-is-changing-the-way-games-with-nudity-violence-and-sexual-content-are-presented-on-steam/ | title = Valve is changing the way games with nudity, violence, and sexual content are presented on Steam | first = Shaun | last = Prescott | date = September 5, 2018 | access-date = September 5, 2018 | magazine = [[PC Gamer]] | archive-date = September 6, 2018 | archive-url = https://web.archive.org/web/20180906050513/https://www.pcgamer.com/valve-is-changing-the-way-games-with-nudity-violence-and-sexual-content-are-presented-on-steam/ | url-status = live }}</ref> but an ESRB rating is not mandatory. As of June 2018, following complaints regarding inconsistent enforcement of its previous guidelines, Steam stated that it would only ban the sale of games that contain blatantly illegal content, or games that it classifies as being "straight up [[trolling]]".<ref>{{Cite news|url=https://www.polygon.com/2017/10/31/16570552/steam-adult-games-uncensored-patches|title=Steam blocking adult game developers from sharing uncensored patches|work=Polygon|access-date=June 1, 2018|archive-url=https://web.archive.org/web/20180612162124/https://www.polygon.com/2017/10/31/16570552/steam-adult-games-uncensored-patches|archive-date=June 12, 2018|url-status=live|df=mdy-all}}</ref><ref name="gibiz iarc consoles"/><ref>{{Cite news|url=https://www.pcmag.com/news/361305/steam-threatens-to-remove-anime-style-adult-games|title=Steam Threatens to Remove Anime-Style Adult Games|work=PC Magazine|access-date=June 1, 2018|language=en|archive-url=https://web.archive.org/web/20180612141323/https://www.pcmag.com/news/361305/steam-threatens-to-remove-anime-style-adult-games|archive-date=June 12, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://variety.com/2018/gaming/news/active-shooter-game-steam-1202822402/|title=Valve Criticized Over 'Appalling' School Shooting Game on Steam|last=Fogel|first=Stefanie|date=May 25, 2018|work=Variety|access-date=June 1, 2018|language=en-US|archive-url=https://web.archive.org/web/20180601020827/https://variety.com/2018/gaming/news/active-shooter-game-steam-1202822402/|archive-date=June 1, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://kotaku.com/the-sex-games-that-steam-censors-1680718912|title=The Sex Games That Steam Censors|last=Hernandez|first=Patricia|work=Kotaku|access-date=June 1, 2018|language=en-US|archive-url=https://web.archive.org/web/20180612141439/https://kotaku.com/the-sex-games-that-steam-censors-1680718912|archive-date=June 12, 2018|url-status=live|df=mdy-all}}</ref> However, in March 2019, it was revealed that there are still undisclosed limitations to this policy based on "costs and risks" associated with Steam's ability to distribute specific games.<ref>{{Cite web|url=https://arstechnica.com/gaming/2019/03/with-rape-day-ban-steam-shows-its-not-as-hands-off-as-it-claims/|title=With Rape Day ban, Steam shows it's not as "hands off" as it claims|last=Orland|first=Kyle|date=March 7, 2019|website=Ars Technica|language=en-us|access-date=March 8, 2019|archive-date=March 8, 2019|archive-url=https://web.archive.org/web/20190308000441/https://arstechnica.com/gaming/2019/03/with-rape-day-ban-steam-shows-its-not-as-hands-off-as-it-claims/|url-status=live}}</ref> [[Epic Games Store]] also prohibits "Adults Only"-rated games, unless the rating was solely for their use of blockchain technology.<ref name=":2" />

In the United States, there have been attempts at the state and federal level to introduce laws requiring retailers to enforce the ESRB ratings system. In 2004, California Assemblyman [[Leland Yee]] sponsored a state bill requiring retailers to stock M-rated games on separate shelves that are at least {{convert|5|ft|in}} from the ground. The bill was passed, after it was modified to only require that retailers promote awareness of the ESRB ratings system to their customers.<ref>{{Cite web | url = https://www.gamedeveloper.com/game-platforms/schwarzenegger-signs-california-video-games-bill | title = Schwarzenegger Signs California Video Games Bill | work = [[Gamasutra]] | publisher = UBM plc | date = September 22, 2004 | access-date = November 2, 2010 | first1 = David | last1 = Jenkins | first2 = Simon | last2 = Carless | archive-url = https://web.archive.org/web/20101109172729/http://www.gamasutra.com/php-bin/news_index.php?story=4324 | archive-date = November 9, 2010 | url-status = live | df = mdy-all }}</ref>

The following year, California passed AB 1179, a second bill sponsored by Yee, which banned the sale of "violent video games" to minors. The term was defined using a variation of the [[Miller test]] (originally created to judge whether a work is [[obscenity|obscene]]), separate from any rating the game may have received. In a landmark ruling, the law was struck down by the [[Supreme Court of the United States|Supreme Court]] in ''[[Brown v. Entertainment Merchants Association]]'', which ruled that AB 1179 was unconstitutional because video games are a [[Freedom of the press|protected form of expression]].<ref name="ars-housebill">{{cite web | url=https://arstechnica.com/gaming/2013/01/house-bill-wants-5000-fine-for-video-games-without-esrb-rating/ | title=House bill wants $5,000 fine for video games without ESRB rating | publisher=Condé Nast Publications | work=Ars Technica | date=January 17, 2013 | access-date=December 16, 2013 | archive-url=https://web.archive.org/web/20131216191111/http://arstechnica.com/gaming/2013/01/house-bill-wants-5000-fine-for-video-games-without-esrb-rating/ | archive-date=December 16, 2013 | url-status=live | df=mdy-all }}</ref><ref name="ars-ftcratings">{{cite web | url=https://arstechnica.com/gaming/2008/05/ftc-report-retailers-clamping-down-on-m-rated-game-sales/ | title=FTC report: retailers clamping down on M-rated game sales | publisher=Condé Nast Publications | work=Ars Technica | date=May 8, 2008 | access-date=November 22, 2013 | archive-url=https://web.archive.org/web/20131202224255/http://arstechnica.com/gaming/2008/05/ftc-report-retailers-clamping-down-on-m-rated-game-sales/ | archive-date=December 2, 2013 | url-status=live | df=mdy-all }}</ref><ref name="ars-esrblaw">{{cite web | url=https://arstechnica.com/gaming/2008/05/id-please-bill-would-mandate-carding-for-m-rated-game-buys/ | title=ID, please: Bill would mandate carding for M-rated game buys | publisher=Condé Nast Publications | work=Ars Technica | date=May 8, 2008 | access-date=November 22, 2013 | archive-url=https://web.archive.org/web/20131202225912/http://arstechnica.com/gaming/2008/05/id-please-bill-would-mandate-carding-for-m-rated-game-buys/ | archive-date=December 2, 2013 | url-status=live | df=mdy-all }}</ref><ref name="gamasutra analysis">{{cite web | url = https://www.gamedeveloper.com/business/video-game-regulation-and-the-supreme-court-schwarzenegger-v-entertainment-merchants-association | title = Video Game Regulation and the Supreme Court: Schwarzenegger v. Entertainment Merchants Association | first = S. Gregory | last = Boyd | date = November 1, 2010 | access-date = November 1, 2010 | work = [[Gamasutra]] | publisher = UBM plc | archive-url = https://web.archive.org/web/20101102225129/http://www.gamasutra.com/view/feature/6191/video_game_regulation_and_the_.php | archive-date = November 2, 2010 | url-status = live | df = mdy-all }}</ref><ref name="wired-california">{{cite magazine | url=https://www.wired.com/threatlevel/2011/06/violent-video-games-scotus/ | title=States May Not Ban Sale, Rental of Violent Videogames to Minors | publisher=Condé Nast Publications | magazine=Wired | access-date=December 16, 2013 | first=David | last=Kravets | date=June 27, 2011 | archive-url=https://web.archive.org/web/20110629093204/http://www.wired.com/threatlevel/2011/06/violent-video-games-scotus/ | archive-date=June 29, 2011 | url-status=live | df=mdy-all }}</ref><ref name="variety-teengamers">{{cite news|title=Bill targets teen gamers|url=https://variety.com/2008/digital/news/bill-targets-teen-gamers-1117985230/|work=Variety|access-date=November 22, 2013|archive-url=https://web.archive.org/web/20131203075506/http://variety.com/2008/digital/news/bill-targets-teen-gamers-1117985230/|archive-date=December 3, 2013|url-status=live|df=mdy-all}}</ref>

In [[Canada]], ESRB ratings are enforced under provincial laws by film ratings boards in [[Manitoba]], [[New Brunswick]], [[Nova Scotia]], and [[Saskatchewan]], and by the [[Ministry of Public and Business Service Delivery and Procurement (Ontario)|Ministry of Public and Business Service Delivery and Procurement]] in [[Ontario]]. As in the U.S., retailers voluntarily enforce the ratings regardless.<ref name="manitoba-esrb">{{cite web|title=Video and Computer Game Update|url=https://www.gov.mb.ca/chc/mfcb/pdf/game_update.pdf|work=[[Manitoba Film Classification Board]]|access-date=March 18, 2014|archive-url=https://web.archive.org/web/20140322043205/http://www.gov.mb.ca/chc/mfcb/pdf/game_update.pdf|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref><ref name="fcia-ontario">{{cite web|title=Film Content Information Act, 2020, S.O. 2020, c. 36, Sched. 12 |url=https://www.ontario.ca/laws/statute/20f36|publisher=[[Government of Ontario]]|access-date=March 7, 2025|df=mdy-all}}</ref><ref name="vsun-california">{{cite web|title=California seeks gaming age limits|url=http://www.canada.com/story_print.html?id=09f7b9c0-f538-495c-97df-5bbfd8faadee&sponsor=|archive-url=https://archive.today/20140318212437/http://www.canada.com/story_print.html?id=09f7b9c0-f538-495c-97df-5bbfd8faadee&sponsor=|url-status=dead|archive-date=March 18, 2014|work=[[Vancouver Sun]]|publisher=[[Postmedia Network]]|access-date=March 18, 2014}}</ref> Prior to the implementation of the [[Film Classification Act, 2005]], which gave it the power to enforce ESRB ratings, the [[Ontario Film Review Board]] had used its own powers to classify the M-rated ''[[Manhunt (video game)|Manhunt]]'' as a film and give it a [[Canadian motion picture rating system|"Restricted" rating]] to ban its sale to those under 18. By contrast, the [[British Columbia Film Classification Office]] considered the ESRB rating to be appropriate.<ref>{{cite web | url=http://www.bcfilmclass.com/decisions/2004/manhunt.pdf | title=Opinion Review: In the Matter of Manhunt published by Rockstar Games | date=February 6, 2004 | publisher=[[British Columbia Film Classification Office]] | access-date=October 12, 2006 |archive-url = https://web.archive.org/web/20060214090109/http://bcfilmclass.com/decisions/2004/manhunt.pdf |archive-date=February 14, 2006 }}</ref><ref name="cbc-rrated"/>

== Marketing ==
[[File:ESRB 2013 Everyone to Mature.svg|left|thumb|Example of an ESRB cross-promotion. In this case, this is marketing games that are rated E, E10+, T, and M.]]
The ESRB enforces guidelines that have been adopted by the video game industry in order to ensure responsible advertising and marketing practices. These include ensuring that game packaging and promotional materials (including advertisements and [[Trailer (promotion)|trailers]]) properly display rating information, restricting where promotional materials for games rated "Teen" or higher can appear, prohibiting publishers from glamorizing or exploiting a game's rating in marketing materials, and requiring online marketing of games rated "Mature" or higher to be restricted to users who are [[Age gate|appropriately aged]].<ref name="gibiz-wartune">{{cite web|title=Wartune advertising runs afoul of ESRB|url=http://www.gamesindustry.biz/articles/2013-05-10-wartune-advertising-runs-afoul-of-esrb|website=GamesIndustry.biz|date=May 10, 2013 |access-date=July 4, 2014|archive-url=https://web.archive.org/web/20140714202125/http://www.gamesindustry.biz/articles/2013-05-10-wartune-advertising-runs-afoul-of-esrb|archive-date=July 14, 2014|url-status=live|df=mdy-all}}</ref><ref name="esrb-enforcement">{{cite web|title=Enforcement|url=http://www.esrb.org/ratings/enforcement.jsp|publisher=ESRB|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140401123726/http://www.esrb.org/ratings/enforcement.jsp|archive-date=April 1, 2014|url-status=live|df=mdy-all}}</ref> This allows the ESRB to restrict video game advertising "to consumers for whom the product is not rated as appropriate."<ref name="esrb-principles">{{cite web|title=Principles and Guidelines for Responsible Advertising Practices|url=https://www.esrb.org/ratings/principles_guidlines.jsp|publisher=ESRB|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140227003537/http://www.esrb.org/ratings/principles_guidlines.jsp|archive-date=February 27, 2014|url-status=live|df=mdy-all}}</ref> The board also forbids ratings from other organizations from being shown alongside ESRB ratings on publishers' websites or social media outlets.<ref name="gb-esrbtraliers"/> 

A group of online gaming publications known as the ESRB Website Council operates under a similar code of conduct, which requires them to display ESRB ratings information for games that they cover, and implement systems to restrict access to audiovisual content depicting M or AO-rated games to users who are appropriately aged.<ref name="esrb-ewccode">{{cite web|title=ESRB Website Council "Code of Conduct" |url=http://www.esrb.org/ratings/downloads/ewc_code.pdf |publisher=ESRB |access-date=March 14, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20140824172525/http://www.esrb.org/ratings/downloads/ewc_code.pdf |archive-date=August 24, 2014 |df=mdy }}</ref>

In March 2013, the ESRB eased certain restrictions on the promotion of M-rated games. Firstly, trailers for games that are or are anticipated to be rated "Mature" can be cleared by the ESRB as being appropriate for "general" audiences—similarly to the [[MPAA rating system#Advertising materials|"green band"]] ratings issued by the MPAA for film trailers. Secondly, the board began to allow, on a case-by-case basis depending on the target demographic of the game, M-rated games to be [[cross-promotion|cross-promoted]] in the marketing materials of games with lower ratings.<ref name="gb-esrbtraliers">{{cite web|title=ESRB Changes Rules for Marketing Mature-Rated Video Games|url=http://www.giantbomb.com/articles/esrb-changes-rules-for-marketing-mature-rated-vide/1100-4602/|website=Giant Bomb|date=March 12, 2013 |publisher=[[CBS Interactive]]|access-date=June 23, 2014|archive-url=https://web.archive.org/web/20140906035418/http://www.giantbomb.com/articles/esrb-changes-rules-for-marketing-mature-rated-vide/1100-4602/|archive-date=September 6, 2014|url-status=live|df=mdy-all}}</ref>

== Online privacy ==
In addition to its video game ratings operation, the ESRB also offers an [[online privacy]] program which helps websites adopt [[privacy policy|privacy policies]] and data usage practices which comply with relevant laws and best practices for the collection and use of personal information, and provides "Privacy Certified" seals indicating certification under the ESRB's privacy guidelines. In June 2013, the service was extended to mobile apps, with a particular emphasis on helping application developers comply with the then-upcoming changes to the [[Children's Online Privacy Protection Act]].<ref name="ars-esrbprivacy">{{cite web|title=ESRB's privacy badge all about best practices, not anonymity|url=https://arstechnica.com/gaming/2010/07/esrbs-privacy-badge-all-about-best-practices-not-anonymity/|work=Ars Technica|date=July 13, 2010 |publisher=Condé Nast Publications|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322090834/http://arstechnica.com/gaming/2010/07/esrbs-privacy-badge-all-about-best-practices-not-anonymity/|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref><ref name="polygon-privacycertification">{{cite web|title=ESRB will extend privacy certification services to mobile developers|url=http://www.polygon.com/2013/6/26/4466196/esrb-will-extend-privacy-certification-services-to-mobile-developers|work=Polygon|date=June 26, 2013 |publisher=Vox Media|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322010926/http://www.polygon.com/2013/6/26/4466196/esrb-will-extend-privacy-certification-services-to-mobile-developers|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref><ref name="venturebeat-esrbprivacy">{{cite web|title=ESRB expands its 'Privacy Certified' services for mobile apps|url=https://venturebeat.com/2013/06/25/esrb-expands-its-privacy-certified-services-for-mobile-apps/|work=VentureBeat|date=June 25, 2013 |access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322105102/http://venturebeat.com/2013/06/25/esrb-expands-its-privacy-certified-services-for-mobile-apps/|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref>

== Reception ==
The ESRB has considered its system to be effective, due in part to initiatives by the Board to promote enforcement and consumer awareness of the system, and efforts by retailers to prevent the sale of M-rated games to minors.<ref name="escapist-esrb" /><ref name="ars-decry">{{cite web |date=December 2005 |title=ESRB, game retailers decry "bad report card" |url=https://arstechnica.com/uncategorized/2005/12/5665-2/ |url-status=live |archive-url=https://web.archive.org/web/20131213030146/http://arstechnica.com/uncategorized/2005/12/5665-2/ |archive-date=December 13, 2013 |access-date=March 22, 2014 |work=Ars Technica |publisher= |df=mdy-all}}</ref>

In the year following its 1994 launch, the ESRB rating system had achieved widespread usage across the console game industry, although adoption was not yet as high within the PC gaming industry. Lieberman and Kohl also reported that some retailers were reluctant to the idea of removing older, non-rated games from their shelves, and that some retail employees lacked knowledge of the new system.<ref>{{cite magazine|title=One Year Later, Is Senator Lieberman Satisfied?|magazine=[[Next Generation (magazine)|Next Generation]]|issue=15 |publisher=[[Imagine Media]]|date=March 1996|page=17}}</ref> By 2008, the [[Federal Trade Commission]] reported 20% of underaged [[mystery shopper]]s were able to successfully purchase an M-rated video game from a selection of retailers—a 22 percent reduction from 2007.<ref name="ars-ftcratings" /> By 2011, these numbers had dropped further to 13%.<ref name="ars-ftc2011">{{cite web|title=FTC: kids thwarted 87% of the time on M-rated game purchases|url=https://arstechnica.com/gaming/2011/04/ftc-kids-thwarted-87-of-the-time-on-m-rated-game-purchases/|work=Ars Technica|date=April 22, 2011 |publisher=Condé Nast Publications|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322043744/http://arstechnica.com/gaming/2011/04/ftc-kids-thwarted-87-of-the-time-on-m-rated-game-purchases/|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref> In its 2009 Report to [[United States Congress|Congress]], the FTC recognized the ESRB for having "the strongest self-regulatory code" of all entertainment sectors because of its enforcement of advertising and marketing guidelines.<ref>{{cite web | url=http://www.edge-online.com/news/ftc-praises-us-game-regulation-code | title=FTC Praises US Game Regulation Code | publisher=Future Publishing | work=Edge | date=December 4, 2009 | access-date=March 21, 2014 | archive-url=https://web.archive.org/web/20131216190536/http://www.edge-online.com/news/ftc-praises-us-game-regulation-code/ | archive-date=December 16, 2013 | url-status=live | df=mdy-all }}</ref><ref name="ars-mratedvideo">{{cite web | url=https://arstechnica.com/gaming/2010/03/m-rated-video-the-esrb-and-video-game-trailers/ | title=M-rated video: the ESRB and video game trailers | publisher=Condé Nast Publications | work=Ars Technica | date=March 7, 2010 | access-date=December 16, 2013 | archive-url=https://web.archive.org/web/20131216190643/http://arstechnica.com/gaming/2010/03/m-rated-video-the-esrb-and-video-game-trailers/ | archive-date=December 16, 2013 | url-status=live | df=mdy-all }}</ref>

===Ratings accuracy===
The ESRB has often been accused of not rating certain games, such as ''[[Manhunt (video game)|Manhunt]]'' and the ''[[Grand Theft Auto]]'' series, harshly enough for violence and other related themes, and for lacking [[transparency (behavior)|transparency]] in certain aspects of the ratings process. Critics have argued that some games only received the M rating rather than the stricter AO rating because of the commercial effects of such a rating; console manufacturers and most retailers refuse to distribute AO-rated games, dramatically affecting their commercial availability. An ESRB representative stated that the Board uses the AO rating when warranted, even due to violence, and that in most occasions, publishers would edit the game to meet the M rating to ensure wide commercial availability instead of keeping the AO rating.<ref name="gi-ratingsgame">{{cite magazine|title=The Ratings Game: The Controversy Over The ESRB |url=http://www.gameinformer.com/News/Story/200610/N06.1004.1635.57594.htm |magazine=[[Game Informer]] |access-date=March 19, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20061023055510/http://www.gameinformer.com/News/Story/200610/N06.1004.1635.57594.htm |archive-date=October 23, 2006 }}</ref><ref name="gamasutra-worldratings">{{cite web|title=ESRB president Patricia Vance's plan for a world ratings solution|url=https://www.gamedeveloper.com/business/esrb-president-patricia-vance-s-plan-for-a-world-ratings-solution|work=Gamasutra|publisher=UBM plc|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140319091111/http://www.gamasutra.com/view/news/168233/ESRB_president_Patricia_Vances_plan_for_a_world_ratings_solution.php|archive-date=March 19, 2014|url-status=live|df=mdy-all}}</ref><ref name="cnnmoney-snuff">{{cite news | url=https://money.cnn.com/2003/11/26/commentary/game_over/column_gaming/ | title=Snuff games and ratings | publisher=[[Time Warner]] | work=[[CNNMoney]] | access-date=March 19, 2014 | date=November 26, 2003 | archive-url=https://web.archive.org/web/20131110173637/https://money.cnn.com/2003/11/26/commentary/game_over/column_gaming/ | archive-date=November 10, 2013 | url-status=live | df=mdy-all }}</ref> The film classification boards of the [[Provinces and territories of Canada|Canadian provinces]] of [[British Columbia]] and [[Ontario]] respectively classified the M-rated games ''[[Soldier of Fortune (video game)|Soldier of Fortune]]'' and ''Manhunt'' as [[film]]s due to concerns over the nature of their content, and gave them [[Canadian motion picture rating system|"Restricted"]] ratings, legally restricting their sale to adults.<ref name="cbc-rrated">{{cite news |url=http://www.cbc.ca/news/canada/ontario-slaps-r-rating-on-video-game-1.473046 |work=CBC News |title=Ontario slaps 'R' rating on video game |date=March 5, 2004 |access-date=March 18, 2014 |archive-url=https://web.archive.org/web/20140324123200/http://www.cbc.ca/news/canada/ontario-slaps-r-rating-on-video-game-1.473046 |archive-date=March 24, 2014 |url-status=live |df=mdy-all }}</ref><ref name="cbc-manitobaviolent">{{cite news|title=Manitoba moves to rate violent video games|url=http://www.cbc.ca/news/canada/manitoba-moves-to-rate-violent-video-games-1.477320|access-date=March 19, 2014|newspaper=CBC News|archive-url=https://web.archive.org/web/20140325110927/http://www.cbc.ca/news/canada/manitoba-moves-to-rate-violent-video-games-1.477320|archive-date=March 25, 2014|url-status=live|df=mdy-all}}</ref>

There has been a correlation between the M rating and sales; a 2007 study by Electronic Entertainment Design and Research found that M-rated games "have both the highest average [[Metacritic]] scores and the highest average gross sales in the United States", and [[NPD Group]] found that 7 of the top 20 video games of 2010 (including the #1 game, ''[[Call of Duty: Black Ops]]'') were M-rated, even though only 5% of games released that year carried the rating.<ref name="ars-5percentm">{{cite web|title=2010: 5% of games given M rating, including 29% of big sellers|url=https://arstechnica.com/gaming/2011/03/in-2010-5-percent-of-games-were-rated-m/|website=Ars Technica|date=March 21, 2011 |access-date=March 18, 2015|archive-url=https://web.archive.org/web/20150305064041/http://arstechnica.com/gaming/2011/03/in-2010-5-percent-of-games-were-rated-m/|archive-date=March 5, 2015|url-status=live|df=mdy-all}}</ref><ref name="engadget-higherrating">{{cite web|title=Study: M rated games have higher scores, better sales|url=https://www.engadget.com/2007/09/11/study-m-rated-games-have-higher-scores-better-sales/|website=Engadget|date=September 11, 2007 |publisher=AOL|access-date=March 18, 2015|archive-url=https://web.archive.org/web/20150402100133/http://www.engadget.com/2007/09/11/study-m-rated-games-have-higher-scores-better-sales/|archive-date=April 2, 2015|url-status=live|df=mdy-all}}</ref>

In 2005, the [[National Institute on Media and the Family]] (NIMF) criticized the ESRB for seldom-using the Adults Only rating, arguing that because it has a [[Vested interest (communication theory)|vested interest]] in the video game industry, it did not want to perform actions that would affect their commercial availability. The organization stated that "study after study shows that ratings would be stricter if parents were doing the job. It took [[Hot Coffee mod|explicit porn]] to get ''[[Grand Theft Auto: San Andreas]]'' an AO rating, even though the original version, still rated M, rewards players whose on-screen persona had sex with prostitutes and then killed them. We have been calling for AO ratings for the ''Grand Theft Auto'' series for years—now it is clear why the ESRB has ignored our request." The ESRB disputed these claims, arguing that the organization "relies on flawed research and ignores any and all conflicting evidence", was "imposing its own narrow values and morality on the rest of the country, regardless that it has little evidence to show that parents agree with their point of view", and did not reply to the ESRB's request for comments following its report card in 2004. The board also pointed out that the NIMF's study and "[[report card]]" used data from PSVRatings, a for-profit competitor to the ESRB.<ref name="ars-decry"/>

On the other hand, some have felt that the "Mature" rating is too broad; [[video game journalism|video game journalist]] Ben Kuchera noted that ''[[Halo 3]]''—a [[sci-fi]] [[first-person shooter]] whose level of violence was, in his opinion, comparable to a ''[[Star Wars]]'' film, had received an M rating for "Blood and Gore," "Mild Language" and "Violence". He argued that "having a game like ''Halo 3'' share the same rating as ''[[Saints Row IV]]'', which carries the 'Blood,' Intense Violence,' 'Partial Nudity,' 'Sexual Content,' 'Strong Language' and 'Use of Drugs' descriptors was always silly, and it weakened the thrust of the ratings system." Likewise, he felt that the tone and content of the PG-13 rated film ''[[The Dark Knight]]'' was relatively harsher to children than that of the ''[[Saints Row (series)|Saints Row]]'' series due to the latter's comedic tone, but still noted that "as parents we know what's right and what isn't for our kids, and being aware of the content they consume is a large part of our job as parents."<ref name="polygon-destinyrating">{{cite web|last1=Kuchera|first1=Ben|title=Destiny's Teen rating fixes Halo's goofiest problem: a Mature rating that never made sense|url=http://www.polygon.com/2014/6/26/5845600/destiny-esrb-teen-rating-halo|website=Polygon|date=June 26, 2014 |publisher=Vox Media|access-date=October 1, 2014|archive-url=https://web.archive.org/web/20141006082531/http://www.polygon.com/2014/6/26/5845600/destiny-esrb-teen-rating-halo|archive-date=October 6, 2014|url-status=live|df=mdy-all}}</ref> ''[[Halo 5: Guardians]]'' received a "Teen" rating instead of "Mature". Microsoft [[Xbox]] division executive Aaron Greenberg argued that consumers had been "surprised" by the M rating on previous installments "given the style of the game and the lack of real graphic violence and things like that", but that the "Teen" rating would theoretically enable the game to reach a broader audience of younger players.<ref name="gamespot-halo5teen">{{cite web|title=Halo 5's Teen Rating Will Improve Sales, Xbox Exec Says|url=http://www.gamespot.com/articles/halo-5s-teen-rating-will-improve-sales-xbox-exec-s/1100-6431866/|website=GameSpot|publisher=CBS Interactive|access-date=December 1, 2015|archive-url=https://web.archive.org/web/20151212030317/http://www.gamespot.com/articles/halo-5s-teen-rating-will-improve-sales-xbox-exec-s/1100-6431866/|archive-date=December 12, 2015|url-status=live|df=mdy-all}}</ref>

=== Adults Only rating ===
{{see also|List of AO-rated video games}}
The "Adults Only" (AO) rating has attracted a negative stigma among the video game industry—one which has been criticized for stifling the ability for developers to have creative freedom in their portrayal of certain themes in a game, at the risk of being commercially unviable due to publishers' objections to AO-rated content. AO-rated games cannot be published for major video game console platforms, and most retailers do not stock AO-rated games. ESRB President Patricia Vance argued that applying self-censorship to ensure marketability was a compromise that is "true in every entertainment medium", but still believed that the idea of the AO rating eventually becoming acceptable would be a good thing for the ESRB system.<ref>{{cite web|url=https://www.gamedeveloper.com/business/we-could-use-more-adults-only-games-says-esrb-s-vance|title=We could use more 'Adults Only' games, says ESRB's Vance|date=April 10, 2012|website=[[Gamasutra]]|access-date=September 5, 2014|archive-url=https://web.archive.org/web/20141111122310/http://www.gamasutra.com/view/news/168266/We_could_use_more_Adults_Only_games_says_ESRBs_Vance.php|archive-date=November 11, 2014|url-status=live|df=mdy-all}}</ref> The stigma is primarily affected by a perception by the industry and other activists that video games are [[Think of the children|generally considered children's products]]; for example, the availability of a [[Wii]] version of ''[[Manhunt 2]]'' was condemned by Senator [[Hillary Clinton]] over fears that children could use the game's [[Wii Remote|motion controls]] to act out the game's "many graphic torture scenes and murders".<ref name="polygon-aoartform">{{cite web|title=Why the Adults Only rating may be pointless and harmful to games as an art form|url=http://www.polygon.com/2014/2/10/5362502/adults-only-rating-pointless-and-harmful-games-as-art-form|work=Polygon|date=February 10, 2014 |publisher=Vox Media|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140403164014/http://www.polygon.com/2014/2/10/5362502/adults-only-rating-pointless-and-harmful-games-as-art-form|archive-date=April 3, 2014|url-status=live|df=mdy-all}}</ref><ref>{{cite web|url=http://www.polygon.com/2014/2/10/5397680/the-cold-war-on-the-ao-rating-must-stop-if-gaming-is-to-grow-up|title=The cold war on the Adults Only rating must stop if gaming is to grow up|date=February 20, 2014|author=Ben Kuchera|website=[[Polygon (website)|Polygon]]|access-date=September 5, 2014|archive-url=https://web.archive.org/web/20141007173116/http://www.polygon.com/2014/2/10/5397680/the-cold-war-on-the-ao-rating-must-stop-if-gaming-is-to-grow-up|archive-date=October 7, 2014|url-status=live|df=mdy-all}}</ref><ref name="polygon-mutedviolence">{{cite web|title=A history of (muted) violence|url=http://www.polygon.com/features/2013/8/8/4595050/adults-only-ao-games|work=Polygon|date=August 8, 2013 |publisher=Vox Media|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322224633/http://www.polygon.com/features/2013/8/8/4595050/adults-only-ao-games|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref>

Attitudes towards AO-rated games have also been influenced by the types of games that have received the rating; Peter Payne, head of [[Peach Princess]], a publisher of English translations of Japanese [[eroge]] [[visual novel]]s, believed that the "Adults Only" rating had acquired a "smutty" and "tasteless" reputation since the majority of AO-rated titles were either niche pornographic titles such as eroge games, or immature titles such as ''[[Riana Rouge]]'' (which ''[[Polygon (website)|Polygon]]'' described as a game which had the quality of an [[adult movie]], and "[aimed] to do nothing more than tell low-brow jokes and show nude women prancing around") and ''[[Lula 3D]]'' (whose packaging advertised the inclusion of "[[Breast physics|Bouncin' Boobs Technology]]").<ref name="polygon-aoartform"/><ref name="polygon-mutedviolence"/>

By contrast, the ESRB has only officially issued the AO rating for extreme violence three times: ''[[Thrill Kill]]'', a fighting game with heavy sexual overtones, received an AO rating with content descriptors for "Animated Violence" and "Animated Blood and Gore". Due to objections over the game's content, ''Thrill Kill'' was canceled by [[Electronic Arts]] after it acquired the North American operations of the game's publisher, [[Virgin Interactive]].<ref>{{cite news |url=http://news.zdnet.com/2100-9595_22-512347.html |title=EA kills 'Thrill Kill' game before release |work=[[ZDNet]] |date=October 15, 1998 |access-date=December 18, 2006 |archive-url=https://web.archive.org/web/20061116223732/http://news.zdnet.com/2100-9595_22-512347.html <!-- Bot retrieved archive --> |archive-date=November 16, 2006}}</ref> ''Manhunt 2'' also received an AO rating for its extreme violence; while the uncut version would be released exclusively for PCs, the console versions were edited to meet the M rating criteria.<ref name="gamespot-manhunt2pc">{{cite web | url=http://www.gamespot.com/articles/manhunt-2-pc-gets-ao-rating/1100-6216220/ | title=Manhunt 2 PC gets AO rating | publisher=CBS Interactive | work=GameSpot | access-date=December 10, 2013 | archive-url=https://web.archive.org/web/20140304125247/http://www.gamespot.com/articles/manhunt-2-pc-gets-ao-rating/1100-6216220/ | archive-date=March 4, 2014 | url-status=live | df=mdy-all }}</ref><ref name="ars-manhuntsaga">{{cite web | url=https://arstechnica.com/gaming/2007/06/the-manhunt-saga-esrb-assigns-ao-rating/ | title=The Manhunt Saga: ESRB assigns AO rating | publisher=Condé Nast Publications | work=Ars Technica | date=June 20, 2007 | access-date=December 10, 2013 | archive-url=https://web.archive.org/web/20131213164114/http://arstechnica.com/gaming/2007/06/the-manhunt-saga-esrb-assigns-ao-rating/ | archive-date=December 13, 2013 | url-status=live | df=mdy-all }}</ref><ref name="ars-manhunt2newrating">{{cite web | url=https://arstechnica.com/gaming/2007/08/manhunt-2-will-see-halloween-release-date-after-getting-m-rating/ | title=Manhunt 2 will see Halloween release date after getting M rating | publisher=Condé Nast Publications | work=Ars Technica | date=August 24, 2007 | access-date=December 10, 2013 | archive-url=https://web.archive.org/web/20131213164116/http://arstechnica.com/gaming/2007/08/manhunt-2-will-see-halloween-release-date-after-getting-m-rating/ | archive-date=December 13, 2013 | url-status=live | df=mdy-all }}</ref> In January 2015, ''[[Hatred (video game)|Hatred]]'', a controversial game whose plot centers around a character indiscriminately murdering everyone he encounters, received the rating for its extreme violence and harsh language; one of the game's developers disputed the rating, arguing that "its violence isn't really that bad and this harsh language isn't overused", but also acknowledged the rarity of their situation.<ref name="polygon-hatredao">{{cite web|title=Hatred given Adults Only rating in US and Canada|url=http://www.polygon.com/2015/1/16/7557639/hatred-esrb-ao-rating|website=Polygon|date=January 16, 2015 |publisher=Vox Media|access-date=January 16, 2015|archive-url=https://web.archive.org/web/20150116221146/http://www.polygon.com/2015/1/16/7557639/hatred-esrb-ao-rating|archive-date=January 16, 2015|url-status=live|df=mdy-all}}</ref><ref name="Polygon: revels">{{cite web|url=http://www.polygon.com/2014/10/16/6988687/the-worst-trailer-of-the-year-revels-in-slaughtering-innocents |access-date=October 16, 2014 |title=The worst trailer of the year revels in slaughtering innocents |last=Campbell |first=Colin |date=October 16, 2014 |work=[[Polygon (website)|Polygon]] |publisher=[[Vox Media]] |archive-url=https://web.archive.org/web/20141017082639/http://www.polygon.com/2014/10/16/6988687/the-worst-trailer-of-the-year-revels-in-slaughtering-innocents |archive-date=October 17, 2014 |url-status=live |df=mdy }}</ref><ref name="GabeApology">{{cite web|last=Crossley|first=Rob|title=Gabe Newell Steps in to Reinstate Controversial Shooter on Steam|url=http://www.gamespot.com/articles/gabe-newell-steps-in-to-reinstate-controversial-sh/1100-6424263/|website=[[GameSpot]]|access-date=January 16, 2015|archive-url=https://web.archive.org/web/20150530204610/http://www.gamespot.com/articles/gabe-newell-steps-in-to-reinstate-controversial-sh/1100-6424263/|archive-date=May 30, 2015|url-status=live|df=mdy-all}}</ref>

===Hidden content===
{{main|Hot Coffee mod|The Elder Scrolls IV: Oblivion#Rating change}}
The 2005 game ''[[Grand Theft Auto: San Andreas]]'' was originally intended to include a broader amount of sexually explicit content, but [[Rockstar North]] elected to leave the content out of the final game due to concerns over its eventual ESRB rating. Due to time constraints, Rockstar could not remove this content from the game's [[source code]] entirely, and instead made it inaccessible via normal gameplay; soon after the release of ''San Andreas'', a [[Video game modding|modification]] for the PC version known as "Hot Coffee" allowed access to an incomplete sex minigame that was present in the code of the released game.<ref name="Parkin">{{cite news |last=Parkin |first=Simon |date=2 December 2012 |title=Who spilled Hot Coffee? |work=[[Eurogamer]] |url=https://www.eurogamer.net/who-spilled-hot-coffee |url-status=live |access-date=30 May 2022 |archive-url=https://web.archive.org/web/20220531215920/https://www.eurogamer.net/who-spilled-hot-coffee |archive-date=31 May 2022}}</ref><ref name="Kushner">{{cite book |last=Kushner |first=David |url=https://books.google.com/books?id=IN_5wAEACAAJ |title=Jacked: The Outlaw Story of ''Grand Theft Auto'' |date=2012 |publisher=John Wiley & Sons, Inc. |isbn=978-1-118-19792-9 |location=Hoboken, NJ |access-date=19 March 2023 |archive-url=https://web.archive.org/web/20230708184951/https://books.google.com/books?id=IN_5wAEACAAJ |archive-date=8 July 2023 |url-status=live}}</ref>

The discovery of the minigame caused [[California State Assembly]]man [[Leland Yee]] to rebuke both Rockstar and the ESRB, arguing that the ESRB was not doing its job properly. US Senators [[Hillary Clinton]] and [[Joe Lieberman]] also expressed their disapproval. Rockstar initially claimed that the minigame was created by the mod community and was not a part of the original game. This was disproven when it was discovered that a third-party cheat device could be used to unlock the scenes in console versions of the game.<ref>{{cite news |url=http://news.bbc.co.uk/2/hi/technology/4702737.stm |title=Hidden sex scenes hit GTA rating |work=BBC News |date=July 21, 2005 |access-date=December 18, 2006 |archive-url=https://web.archive.org/web/20061224002226/http://news.bbc.co.uk/2/hi/technology/4702737.stm |archive-date=December 24, 2006 |url-status=live |df=mdy-all }}</ref> Following an investigation, the ESRB changed its rating from M to AO, setting a precedent that games can be re-rated due to the presence of pertinent content that exists on the game's disc, even if that content is programmed to not be playable without modification or unauthorized use of a third-party cheat device.<ref name="escapist-boobiesdidnotbreak">{{cite web|title="Boobies Did Not Break the Game": The ESRB Clears the Air On Oblivion|url=http://www.escapistmagazine.com/articles/view/editorials/op-ed/797-Boobies-Did-Not-Break-the-Game-The-ESRB-Clears-the-Air-On-Oblivion|work=The Escapist|access-date=March 19, 2014|archive-url=https://web.archive.org/web/20140113075328/http://www.escapistmagazine.com/articles/view/editorials/op-ed/797-Boobies-Did-Not-Break-the-Game-The-ESRB-Clears-the-Air-On-Oblivion|archive-date=January 13, 2014|url-status=live|df=mdy-all}}</ref> Following the release of a version excluding the content, the rating was reverted to M.<ref name="RevertToMRating">{{cite web |url=http://www.gamespot.com/news/6152490.html |title=FTC Hot Coffee ruling scalds, but doesn't burn Take-Two |publisher=CBS Interactive |work=[[GameSpot]] |access-date=July 1, 2006 |url-status=dead |archive-url=https://web.archive.org/web/20060715081911/http://www.gamespot.com/news/6152490.html |archive-date=July 15, 2006 |df=mdy }}</ref> 

In May 2006, ''[[The Elder Scrolls IV: Oblivion]]'' had its rating changed from T to M due to "more detailed depictions of blood and gore than were considered in the original rating", along with a third-party mod for the PC version allowing the use of topless female characters. The game's co-publisher, [[Bethesda Softworks]], decided not to re-edit the game or contest the new rating, but noted that ''Oblivion''{{'}}s content was "not typical" of games with the M rating, and that the game "does not present the central themes of violence that are common to those products."<ref>{{cite web|url=http://www.esrb.org/about/news/downloads/oblivion_release_5.3.06.pdf |title=ESRB Changes Rating For The Elder Scrolls IV: Oblivion From Teen to Mature |publisher=ESRB |date=May 3, 2006 |access-date=December 18, 2006 |url-status=dead |archive-url=https://web.archive.org/web/20120206215229/http://www.esrb.org/about/news/downloads/oblivion_release_5.3.06.pdf |archive-date=February 6, 2012 |df=mdy }}</ref><ref>{{cite news | url=http://www.gamespot.com/news/6148897.html | title=Oblivion rerated M for Mature | publisher=CBS Interactive | work=GameSpot | date=May 3, 2006 | access-date=December 18, 2006 | last=Sinclair | first=Brendan | archive-url=https://web.archive.org/web/20060619023653/http://www.gamespot.com/news/6148897.html | archive-date=June 19, 2006 | url-status=live | df=mdy-all }}</ref><ref>{{cite news |url=http://www.gamespot.com/news/6148925.html |title=Bethesda responds to Oblivion rerating |publisher=CBS Interactive |work=GameSpot |date=May 3, 2006 |access-date=December 18, 2006 |url-status=dead |archive-url=https://web.archive.org/web/20070310221919/http://www.gamespot.com/news/6148925.html |archive-date=March 10, 2007 |df=mdy }}</ref>

In the wake of these two incidents, the ESRB changed its policies in June 2006 to account for hidden content; publishers must disclose information surrounding all unlockable or otherwise "hidden" content in the game as part of the ratings process, and publishers can be fined up to US$1 million if they are found to have misrepresented the content of their game after further reviews.<ref name="ars-lying1m" /><ref name="ars-changes"/><ref name="esrb-faq"/> In response to the aftermath of Hot Coffee and the resulting policy changes, ESRB President Patricia Vance stated that in her opinion, "there is no other industry self-regulatory system willing or capable of imposing such swift and sweeping sanctions on its own members, which in this particular case resulted in the removal of a top-selling product from the market and a major loss of sales."<ref name="ars-lying1m" /> However, several U.S. politicians, including Senator [[Sam Brownback]], [[California]] State Senator [[Leland Yee]], and [[Michigan]] Congressman [[Fred Upton]] (who was a major critic against Rockstar during the controversy), still felt that the ESRB had "lost" its trust of consumers, believing that video game developers were taking advantage of the board's [[conflict of interest]] with the industry to incorporate objectionable content into their products without the ESRB's full knowledge.<ref name="escapist-esrb" /><ref>{{cite web|url=http://www.gamasutra.com/view/news/96828/Yee_Blasts_ESRB_For_Grand_Theft_Auto_San_Andreas_Rating.php|title=Yee Blasts ESRB For Grand Theft Auto: San Andreas Rating|date=July 5, 2005|author=[[Simon Carless]]|work=[[Gamasutra]]|publisher=[[UBM plc|UBM]]|access-date=February 1, 2015|archive-url=https://web.archive.org/web/20150202212735/http://www.gamasutra.com/view/news/96828/Yee_Blasts_ESRB_For_Grand_Theft_Auto_San_Andreas_Rating.php|archive-date=February 2, 2015|url-status=dead|df=mdy-all}}</ref><ref name="gamasutra-truthact"/><ref name="gamasutra-vgda"/>

In late 2006, both Upton and Brownback tabled bills to place governmental oversight on aspects of the ESRB rating process, and make it illegal for publishers to misrepresent the playable content of a video game to a ratings board; Upton proposed a bill known as the  [[Video Game Decency Act]], explaining that developers had "done an end-run around the process to deliver violent and pornographic material to our kids", and that the bill would "[go] hand in hand with the mission of the industry's own ratings system." Brownback proposed a bill known as the [[Truth in Video Game Rating Act]], which would have also forced the ESRB to have full, hands-on access to games instead of just video footage, and have initiated a government study on the "effectiveness" of the organization and the possibility of forming a ratings organization independent from the video game industry.<ref name="escapist-esrb" /><ref name="gamasutra-truthact">{{cite web|title=Brownback Re-Intros Truth in Video Game Rating Act|url=https://www.gamedeveloper.com/game-platforms/brownback-re-intros-truth-in-video-game-rating-act|work=Gamasutra|date=February 13, 2007 |publisher=UBM plc|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20140322044940/http://www.gamasutra.com/view/news/103712/Brownback_ReIntros_Truth_in_Video_Game_Rating_Act.php|archive-date=March 22, 2014|url-status=live|df=mdy-all}}</ref><ref name="gamasutra-vgda">{{cite web|title=Video Game Decency Act of 2006 Introduced To Senate|url=https://www.gamedeveloper.com/game-platforms/video-game-decency-act-of-2006-introduced-to-senate|work=Gamasutra|publisher=UBM plc|access-date=March 22, 2014|archive-url=https://web.archive.org/web/20061018140739/http://gamasutra.com/php-bin/news_index.php?story=11070|archive-date=October 18, 2006|url-status=live|df=mdy-all}}</ref>

=== Microtransactions ===
In October 2017, in response to growing criticism of the [[loot box]] model for video game [[microtransactions]] (which grant chances at earning randomized items of various rarities, typically cosmetic in nature, in exchange for payment), the ESRB stated their opinion that they were not a form of gambling. They described them as a voluntary and optional aspect of a video game, and comparable to [[booster pack]]s for [[collectible card game]]s because their purchase guarantees that a user will receive items, but not necessarily high-value items all the time. The ESRB added that games that contain actual wagering of real money would hold the Adults Only rating.<ref name="kotaku-esrblootboxes">{{cite web|url=https://kotaku.com/esrb-says-it-doesnt-see-loot-boxes-as-gambling-1819363091|title=ESRB Says It Doesn't See 'Loot Boxes' As Gambling|last=Schreier|first=Jason|date=October 11, 2017|work=[[Kotaku]]|access-date=October 11, 2017|archive-url=https://web.archive.org/web/20171011203549/https://kotaku.com/esrb-says-it-doesnt-see-loot-boxes-as-gambling-1819363091|archive-date=October 11, 2017|url-status=live|df=mdy-all}}</ref><ref>{{cite magazine | url = https://www.rollingstone.com/glixel/news/state-legislators-weigh-law-to-block-battlefront-ii-sale-w512412 | title = State Legislators Weigh Law to Block Sale of 'Battlefront II' to Children | first = Brian | last = Crecente | date = November 22, 2017 | access-date = November 22, 2017 | magazine = [[Rolling Stone]] | archive-url = https://web.archive.org/web/20171122192030/http://www.rollingstone.com/glixel/news/state-legislators-weigh-law-to-block-battlefront-ii-sale-w512412 | archive-date = November 22, 2017 | url-status = live | df = mdy-all }}</ref>

On February 14, 2018, U.S. senator [[Maggie Hassan]] asked the ESRB to examine if games with loot box microtransactions were being marketed in an "ethical and transparent way" that "adequately protects the developing minds of young children from predatory practices."<ref>{{Cite news|url=https://arstechnica.com/gaming/2018/02/us-senator-demands-review-of-loot-box-policies-citing-potential-harm/|title=US Senator demands review of loot box policies, citing potential harm [Updated]|work=Ars Technica|access-date=February 27, 2018|language=en-us|archive-url=https://web.archive.org/web/20180227161455/https://arstechnica.com/gaming/2018/02/us-senator-demands-review-of-loot-box-policies-citing-potential-harm/|archive-date=February 27, 2018|url-status=live|df=mdy-all}}</ref> The ESRB subsequently announced on February 27, 2018, that it would introduce a new label for any games that contain "the ability to purchase digital goods or premiums with real world currency". The announcement was criticized for being overreaching and ambiguous, as it applies to not only microtransactions, but any purchases of digital goods in relation to a game (which includes [[downloadable content]]), and would thus apply to almost all modern video games. Patrica Vance stated that the ESRB avoided references to specific types of microtransactions, so that the advisory label could be understood by parents unaware of specific details. Vance added that the ESRB was "unable to find any evidence that children specifically have been [psychologically] impacted by loot boxes" or that they caused children to develop "some sort of tendency towards gambling."<ref>{{Cite news|url=https://kotaku.com/after-months-of-controversy-esrb-will-add-in-game-purc-1823356171|title=After Months Of Controversy, ESRB Will Add 'In-Game Purchases' Label To Games|last=Schreier|first=Jason|work=Kotaku|access-date=February 27, 2018|language=en-US|archive-url=https://web.archive.org/web/20180227204325/https://kotaku.com/after-months-of-controversy-esrb-will-add-in-game-purc-1823356171|archive-date=February 27, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://www.theverge.com/2018/2/27/17058400/esrb-in-game-purchases-label-microtransactions-loot-boxes-regulation-oversight|title=ESRB's loot box response is new "in-game purchases" label that applies to almost every game|work=The Verge|access-date=February 27, 2018|archive-url=https://web.archive.org/web/20180228041358/https://www.theverge.com/2018/2/27/17058400/esrb-in-game-purchases-label-microtransactions-loot-boxes-regulation-oversight|archive-date=February 28, 2018|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://arstechnica.com/gaming/2018/02/esrb-defends-fun-loot-boxes-as-it-starts-labeling-all-in-game-purchases/|title=ESRB defends "fun" loot boxes as it starts labeling all "in-game purchases" [Updated]|work=Ars Technica|access-date=February 27, 2018|language=en-us|archive-url=https://web.archive.org/web/20180227183513/https://arstechnica.com/gaming/2018/02/esrb-defends-fun-loot-boxes-as-it-starts-labeling-all-in-game-purchases/|archive-date=February 27, 2018|url-status=live|df=mdy-all}}</ref> The new label "in-game purchases" was added to ESRB's standards by April 2018.<ref name="gamasutra ingame">{{cite web | url = https://www.gamedeveloper.com/game-platforms/18-of-all-physical-esrb-rated-games-have-received-an-in-game-purchases-label | title = 18% of all physical ESRB-rated games have received an 'in-game purchases' label | first = Alissa | last = McAloon | date = August 7, 2019 | access-date = August 21, 2019 | work = [[Gamasutra]] | archive-date = August 21, 2019 | archive-url = https://web.archive.org/web/20190821234511/https://www.gamasutra.com/view/news/348232/18_of_all_physical_ESRBrated_games_have_received_an_ingame_purchases_label.php | url-status = live }}</ref>

On April 13, 2020, the ESRB announced on their official blog that they are introducing a new interactive elements: "in-game purchases (includes random items)". This notice will specifically apply to "all games that include purchases with any randomized elements", which includes, but is not limited to, loot boxes, [[gacha game]]s, item or card packs, prize wheels, and treasure chests. The original label will still apply for "other type purchases", such as additional levels, cosmetics, DLC, expansions, and other downloadable contents.<ref>{{Cite web|url=https://www.esrb.org/blog/in-game-purchases-includes-random-items/|title=Introducing a New Interactive Element: In-Game Purchases (Includes Random Items)|date=April 13, 2020|website=ESRB Ratings|language=en-US|access-date=April 14, 2020|archive-date=April 14, 2020|archive-url=https://web.archive.org/web/20200414204958/https://www.esrb.org/blog/in-game-purchases-includes-random-items/|url-status=live}}</ref>

==Usage==
The ESRB is officially recognized, implemented and used in [[Canada]], [[Mexico]] and the [[United States]].<ref name=esrb0>{{cite web|url=https://www.esrb.org/retailers/faq.aspx|title=FREQUENTLY ASKED QUESTIONS|access-date=April 3, 2019|website=ESRB|archive-date=April 3, 2019|archive-url=https://web.archive.org/web/20190403134847/https://www.esrb.org/retailers/faq.aspx|url-status=live}}</ref><ref name=esrb1>{{cite web|url=https://www.gamedeveloper.com/business/a-brief-history-of-the-esrb|title=A Brief History of the ESRB|date=July 10, 2017|access-date=April 3, 2019|website=[[Gamasutra]]|quote=Currently, the United States, Canada, and Mexico utilize the ESRB for games released in North America.|archive-date=April 3, 2019|archive-url=https://web.archive.org/web/20190403134844/https://gamasutra.com/blogs/MichelleDeco/20171009/307222/A_Brief_History_of_the_ESRB.php|url-status=live}}</ref>
{|class="wikitable"
! Entity
! Status of ESRB
|-
|{{Flag|Canada}}
|The ESRB ratings system is recognized by law in several Canadian provinces, primarily by restricting the sale of "Mature" and "Adults Only"-rated games to those who are not appropriately aged.<ref name=esrb0/><ref name=esrb1/><ref name="ofrb-videogames">{{cite web|title=Video and Computer Games|url=http://www.ofrb.gov.on.ca/english/page15.htm|work=[[Ontario Film Review Board]]|access-date=March 18, 2014|url-status=dead|archive-url=https://web.archive.org/web/20140208132646/http://www.ofrb.gov.on.ca/english/page15.htm|archive-date=February 8, 2014|df=mdy-all}}</ref><ref>{{cite web|title=Video and Computer Game Update|url=https://www.gov.mb.ca/chc/mfcb/pdf/game_update.pdf|work=[[Manitoba Film Classification Board]]|access-date=March 18, 2014|archive-url=https://web.archive.org/web/20170822174709/http://gov.mb.ca/chc/mfcb/pdf/game_update.pdf|archive-date=August 22, 2017|url-status=live|df=mdy-all}}</ref>
|-
|{{Flag|Mexico}}
|Implemented and recognized.<ref name=esrb1/> Used alongside "[[General Guidelines of the Mexican System of Classification Equivalencies for Video Game Content|Lineamientos Generales del Sistema Mexicano de Equivalencias de Clasificación de Contenidos de Videojuegos]]" since May 2021.<ref>{{cite web|title=LINEAMIENTOS Generales del Sistema Mexicano de Equivalencias de Clasificación de Contenidos de Videojuegos.|url=https://www.dof.gob.mx/nota_detalle.php?codigo=5606047&fecha=27%2F11%2F2020|work=[[Secretariat of the Interior]]|access-date=August 9, 2021|url-status=live|df=mdy-all|archive-date=October 26, 2021|archive-url=https://web.archive.org/web/20211026091343/https://www.dof.gob.mx/nota_detalle.php?codigo=5606047&fecha=27%2F11%2F2020}}</ref>
|-
|{{Flag|United States}}
|A series of Senate hearings from 1992 to 1994 effectively created the ESRB. Officially implemented and recognized, technically voluntary compliance.<ref name="sn-controversal"/><ref name="escapist-esrb"/><ref name=esrb1/>
|}

==See also==
* [[Censorship in Canada]]
* [[Censorship in Mexico]]
* [[Censorship in the United States]]
* [[Video game controversies]]
* [[Video game rating system]]

==References==
{{reflist|30em}}

==External links==
* {{Official website|https://www.esrb.org/}}

{{portal bar|North America|Video games}}

{{Video game content rating systems}}

{{Authority control}}

[[Category:1994 establishments in the United States]]
[[Category:Censorship in Canada]]
[[Category:Censorship in Mexico]]
[[Category:Censorship in the United States]]
[[Category:Entertainment rating organizations]]
[[Category:Entertainment Software Association]]
[[Category:Organizations established in 1994]]
[[Category:Video game content ratings systems]]
[[Category:Video game trade associations]]