Clinton backs ESRB ad campaign

Washington has backed a new ad campaign by the ESRB aimed at educating parents on the US game ratings system.

US Senators Hillary Clinton and Joe Lieberman have added their voices to the campaign, along with leading retail figures from Best Buy and GameStop, which will incorporate TV, radio and print ads and will be seen throughout the Christmas period.

"We all share the responsibility of making sure our children play age-appropriate videogames, and I'm pleased that the ESRB and retailers are working together to educate parents about the video game ratings and making sure they are enforced," said 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," she added.

The initiative comes just days after a report commissioned by Activision revealed that 80 per cent of parents support and understand the age ratings given to games in the US.