Which games are OK to Play?

The Entertainment Software Ratings Board has today announced plans to run an advertising campaign aimed at parents who are unsure which games to buy for their children this Christmas. The "OK to Play?" advertisements will primarily target women aged 30-49 and aims to raise awareness of the ESRB ratings that appear on the front and back of all game packaging.

"Particularly as we head into the holiday season, parents often find themselves wondering if a particular video game is appropriate for their children to play. This campaign gets to the point quickly and effectively in communicating the value proposition of the ESRB rating system," said Patricia Vance, president of the ESRB. "By using the information provided by the rating system, parents can stop wondering and start making educated purchase decisions."

Endorsed by the Ad Council, the ESRB campaign will begin appearing in consumer magazines toward the end of this year. The advertisements themselves will feature the "OK to Play?" slogan along with graphics illustrating the age rating and content indicator symbols that the ESRB feels parents need to be aware of.