The Interactive Digital Software Association is planning to propose new guidelines that limit advertising of games that are rated Mature, or M, by the ESRB. Specifically, the proposal covers three categories:
- Print Publications: M-rated game advertisements cannot be placed in publications where 45 percent or more of the readers are under 17.
- Television: M-rated game ads can not run during program breaks where 35 percent or more of the viewers are under 17.
- Internet Ads: M-rated game ads can not be placed on web sites where 45 percent or more of readers are under 17.
This is an interesting proposal, and it could change how video games are promoted, even developed, drastically. We’ll see if the IDSA approves it in the coming weeks.