ESA is committed to helping parents make sure that children are safe online and playing video games their parents consider appropriate. Through the Entertainment Software Rating Board (ESRB), the association has voluntarily established numerous tools and policies to help parents make educated choices and encourage retailers to sell age-appropriate games to youth.
An independent, nonprofit self-regulatory body, ESRB assigns age and content ratings to computer and video games, enforces industry-adopted advertising guidelines, and helps ensure responsible online privacy practices. ESRB ratings enable parents to make informed decisions about the computer and video games they choose for their families, based both on age-appropriateness and concise, impartial descriptions of content that may have triggered the rating or that may otherwise be of interest. The entertainment software industry has universally adopted ESRB's rating system; retailers support it and parents and opinion leaders consider it the best entertainment rating system in the country. The latest report of the Federal Trade Commission shows that more than 80 percent of parents are aware of ESRB's system, and more than 70 percent of parents use it in making their buying decisions.
ESA also promotes and encourages parents to take advantage of the parental controls that are included on all new game platforms. For more information about setting up these controls visit http://www.esrb.org/about/resources.jsp.