The Entertainment Software Rating Board (ESRB) is the non-profit, self-regulatory body that assigns ratings for video games and apps so parents can make informed choices. The ESRB rating system encompasses guidance about age-appropriateness, content,
and interactive elements. As part of its self-regulatory role for the video game industry, the ESRB also enforces industry-adopted advertising guidelines and helps ensure responsible online and mobile privacy practices among companies participating
in its Privacy Certified program. In 2015, ESRB expanded the use of its ratings to mobile and digital storefronts as part of the International Age Rating Coalition (
IARC). ESRB was established in 1994 by the Entertainment Software Association (ESA).
Are all games and apps required to have a rating?
The rating system is voluntary, although virtually all video games that are sold at retail or downloaded to a game system in the U.S. and Canada are rated by the ESRB. Many U.S. retailers, including most major chains, have policies to only stock or
sell games that carry an ESRB rating, and console manufacturers require games that are published on their systems in the U.S. and Canada to be rated by ESRB.
The ESRB is one of the founding rating authorities of
the International Age Rating Coalition (IARC), which administers a streamlined process for assigning age and content ratings to the high volume of digitally delivered
games and mobile apps coming into the market today. The Google Play store and Firefox Marketplace are among the app storefronts that have deployed the IARC rating system, which facilitates the
display of ESRB ratings on devices in North America.
Does the ESRB have any restrictions on how a game can be marketed?
Publishers of packaged or boxed games carrying an ESRB rating are contractually bound to follow the industry-adopted Principles and Guidelines for Responsible Advertising Practices,
along with numerous additional requirements addressing how rating information must be displayed on game packaging and in advertising and certain restrictions on where ads for Mature-rated games may appear. The ESRB's Advertising Review Council
(ARC) diligently monitors industry compliance, and in the event that a game publisher is found to have inappropriately labeled or advertised a product, the ESRB is empowered to compel corrective actions and impose a wide range of sanctions, including
monetary fines.
Similarly, publishers of digitally delivered games and apps are strongly encouraged to provide consumers with clear and prominent disclosure of ESRB rating information as well as abide by the various advertising and marketing guidelines to which publishers
adhere.
Who can I contact if I have a question or complaint about a rating?
The ESRB welcomes feedback. Use the Contact ESRB form to submit complaints, comments, questions or concerns regarding ESRB ratings.
