ESRB History
1994 – ESRB founded by the Interactive Digital Software Association (IDSA was renamed Entertainment Software Association in 2004)
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1994 – New ESRB rating system announced, with
5 rating categories and 17 content descriptors
1995 – Advertising Code of Conduct created and
adopted by the IDSA
1997 – ESRBi rating system established for
the Internet, with 5 rating categories and 22 content descriptors
1997 - Online Rating Notice established to warn consumers
of user-generated content in online-enabled games and on websites
1997 – “Instructional” and “Edutainment”
content descriptors added to ESRB rating system
1998 – K-A (Kids to Adults) rating category changed
to E (Everyone)
1999 – Series of ESRB Public Service Announcements
launched featuring Tiger Woods, Derek Jeter and Regis Philbin
1999 – ESRB Privacy Online certification service
launched
1999 – Non-pixilated versions of rating symbols
introduced
2000 – Advertising Review Council established
as division of ESRB to monitor compliance with industry-adopted marketing
and advertising guidelines
2000 – ESRB enforcement system established to
impose sanctions, including points, fines and corrective actions, on
companies who do not comply with ESRB rules and guidelines
2000 – “Mild Lyrics,” and “Strong
Lyrics” content descriptors introduced
2001 – New target marketing guidelines for Mature-rated
games introduced
2002- “Partial Nudity,” “Nudity,”
“Reference to Drugs,” “Reference to Alcohol,”
“Reference to Tobacco,” and “Mature Humor” content
descriptors introduced
2002 – Arthur Pober departs as ESRB’s founding
president; Patricia Vance joins ESRB as its new president
2003 – ESRBi rating system for the Internet discontinued
2003 – “Cartoon Violence,” “Fantasy
Violence,” “Intense Violence,” “Sexual Violence,”
and “Crude Humor” content descriptors introduced
2003 – “OK to Play?” PSA and retail
partnership campaign launched
2004 – “Mature Sexual Themes” content
descriptor changed to “Sexual Themes;” “Simulated
Gambling” and “Real Gambling” added as content descriptors
2005 – E10+ rating category introduced for games
that may be suitable for ages 10 and older
2005 – Canadian
Advisory Committee established
2006 – ESRB increases fine up to $1 million for non-disclosure of pertinent content
2006 – ESRB Retail Council (ERC)
launched by ESRB and leading computer and video game retailers; "ERC Commitment to Parents" is adopted by all ERC retail members
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2006 – ESRB launches ratings education partnership with PTA
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2006 – National radio and TV PSA campaign promoting ratings awareness launched with U.S. Senators Hillary Rodham Clinton and Joseph Lieberman
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2007 – ESRB launches ratings education partnership with GoodHousekeeping.com
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2007 – Ingram Entertainment, the leading wholesale distributor of home entertainment products, distributes ESRB ratings education signage to 10,000 independent and small chain video game retailers nationwide
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2008 – ESRB launches its ratings search "widget"
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2008 – The Federal Trade Commission (FTC) finds eight in ten underage buyers are turned away when attempting to purchase Mature-rated games
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2008 – PTA and ESRB release "Parents Guide to Video Games, Parental Controls and Online Safety"
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2008 – Rating summaries are introduced along with ESRB's mobile website at m.esrb.org
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2008 – ESRB establishes a partnership with Parenting
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2009 – ESRB Privacy Online launches E.U. Privacy Seal Certification program
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2009 – ESRB releases a free rating search app for iPhone
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2009 – ESRB joins Facebook and Twitter
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2009 – The FTC's sixth follow-up Report to Congress lauds ESRB for having "the strongest self-regulatory code" and confirms that retailers have maintained their 80% store policy compliance rate
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2010 – ESRB launches PSA campaigns with the New Orleans Saints and Chicago Blackhawks, both of which include TV and radio ads running in their respective regions as well as in-stadium/arena
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2010 – The ESRB Website Council (EWC) is established to help ensure that game enthusiast sites post complete rating information and employ age-gates on trailers and videos for M- and AO-rated games
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2010 – A new version of the ESRB's free mobile app is launched for Android (in addition to iPhone). Both allow users to look up rating summaries simply by snapping a photo of a game's packaging
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2011 – The FTC's mystery shopper study finds enforcement of entertainment ratings to be "highest among video game sellers" with 87% overall compliance
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2011 – ESRB introduces its first automated, streamlined process for assigning ratings to console downloadable games
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2011 – ESRB launches a version of its mobile app for Windows Phone and adds voice search to enable quicker, easier searches
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2011 – The U.S. Supreme Court rules in Brown v. EMA/ESA that video games qualify for First Amendment protection and the sale of violent games may not be restricted by law, a landmark decision that recognized the effectiveness of the ESRB rating system
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2011 – ESRB is commissioned by the CTIA, the trade association representing wireless carriers in the U.S., to develop and administer a rating system for mobile apps
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2011 – ESRB launches TV, radio and in-arena PSA campaign with the Washington Capitals
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2012 – ESRB releases a new print and online PSA campaign featuring real-life parents and gamers and artwork by Penny Arcade
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2012 – ESRB launches TV and radio PSA campaign with the San Francisco Giants with airings in AT&T Park and throughout the Bay Area during the 2012 MLB season
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2012 – ESRB introduces Digital Rating Service to provide cost-free ratings for digitally delivered games

