Clinton and Lieberman team up with the ESRB @ Gaming Target

Written by John Scalzo on December 07, 2006

News: Unlikely alliance will lead to television spots to help parents with game ratings.

Hillary Rodham Clinton (D-NY) and Joe Lieberman (I-CT), the two U.S. Senators most responsible for introducing anti-video game legislation, helped the ESRB launch their new ad campaign today in Washington, D.C.

The campaign will use radio and TV spots to educate parents on the ESRB ratings. These ads will coincide with a new push from retailers (Best Buy president Brian Dunn and GameStop president Steve Morgan appear in the PSAs) to more diligantly enforce the age restrictions. The television will air on over 800 stations across the country.

This alliance is a change of heart for Clinton and Lieberman, who previously have tried to bring federal oversight to the business of rating games. Their comments today make it sound as if they now understand that not all games are meant to be played by young gamers:

"We all share in the responsibility of making sure our children play age-appropriate video games, and I'm pleased that the ESRB and retailers are working together to educate parents about the video game ratings and make sure they are enforced," said Senator Clinton. "As we enter the holiday shopping season, it is important that parents have the information they need to make informed choices that are right for their families."

"I continue to be concerned about the impact on minors of playing violent video games intended for older players. Thus, I am very pleased that the ESRB and the retailers are taking these positive steps to reach out to parents to educate them about the rating system," said Senator Lieberman. "I have long said that the ESRB ratings are the most comprehensive in the media industry. There are many age-appropriate games that are clever and entertaining. Parents should understand and use the ratings to help them decide which video games to buy for their families."

Their new stance could come from the fact that many pieces of anti-video game legislation have been ruled unconstitutional.

For more on the politics of gaming, you may want to check out the always interesting GamePolitics.com.