ESRB targets parents with new initiative

The Entertainment Software Ratings Board is teaming up with a group of retailers and senators in a bid to educate parents about the ratings system used to evaluate videogames.

The Commitment to Parents initiative will be unveiled today at an event in Washington DC, which will be attended by ESRB president Patricia Vance and Entertainment Software Association president Doug Lowenstein.

Bo Andersen, president of the Entertainment Merchants Association, is also set to put in an appearance along with retail representatives from Best Buy, Blockbuster, Wal-Mart and GameStop.

Republican senators Rick Santorum and George Allen and Democratic senator Mark Pryor will also attend.

The aim of the initiative is to educate parents about the meaning of the Mature rating applied to videogames with violent or explicit content. According to the ESRB, it represents "an unprecedented commitment" on the part of retailers to educate consumers and to ensure that store policies are complied with.