Delaware pols launch ESRB ad campaign

The saying goes, "If you can't beat them, join them." Although the Entertainment Software Rating Board's parent organization, the Entertainment Software Association, has shown time and again that it can beat politicians who introduce game-related legislation, it isn't against joining them anyway.

The ESRB today announced that it has teamed up with Delaware Lieutenant Governor John Carney and State Representative Helene Keeley--who earlier this year proposed a bill that would make it illegal to sell M-rated games to minors--for a new series of public service announcements. The pair of politicians will appear in ESRB radio spots, billboards, and print ads over the coming months to encourage parents to pay attention to the ratings system on games when making buying choices for their children.

Earlier this week, Oklahoma State Senator Glenn Coffee helped launch a similar ESRB campaign in his home state. Not all of the ratings board's political relationships are so cozy these days. In recent weeks, four US senators and a pair of congressmen have called on the group to change parts of the rating system.