"ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate", said the ESRB rating awareness advertisement. "I'm proud to be educating parents in our state about the tools at their disposal."
So, why is this news? The aforementioned quote was said by none other than Senator Glenn Coffee, the same person who sponsored Oklahoma's 2006 video game law, HB3004. This law which declared video games "analogous to pornography" and "harmful to minors" passed the Oklahoma legislature in a unanimous 47-0 vote, before it was deemed unconstitutional.
Glen's full in-ad speech reads as follows:
"As a father, I know about the tough decisions parents face today about the media they allow into their homes. The simple fact is that there’s no substitute for parental involvement and responsibility. It’s important that parents play an active role in choosing games for their children, just as it’s important for Oklahoma retailers to comply with their store policies that restrict the sale or rental of M-rated games to those under 17.
ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate. I’m proud to be educating parents in our state about the tools at their disposal."
Compare the aforementioned speech the following one:
"With two sons of my own, I know about the tough decisions parents face today about the media they allow into their homes. The simple fact is that there's no substitute for parental involvement, so it's important that parents play an active role in choosing games for their children."
"The ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate. Parents should be sure to check the rating each time they consider a game for their child so they know they're choosing one that's right for their age. I'm proud to be participating in the effort to educate parents in our state about the tools at their disposal so they can make informed decisions."
This last speech was said in another ad by Lieutenant Governor John Carney (first half) and Senator Helene Keely (second half). Both senators renowned anti-gaming lobbyists. Senator Keely in particular worked with Jack Thompson in a failed attempt to bring restrictive legislation to Delaware back in March 2006.
Some (evil minded) analysts attribute this sudden change of heart to the benefits of free publicity in a PR campaign that portrays them as paragons of parental virtue. ESRB pays the production cost of the commercial and TV stations provide free air time because it's a public service announcement.