Here's something I'm guessing not many would have thought possible- politicians and the Entertainment Software Ratings Board (ESR working together.

A new advertising campaign geared to educate parents about the North American game-rating system is kicking off and it has the backing of several familiar names in the fight against videogame violence- Senators Hillary Clinton and Joe Lieberman. They along with Best Buy and Gamestop will be working together, utilizing television, radio and print ads during the holiday season to raise awareness of the rating system currently in place.

"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.

This comes just days after a study commissioned by Activision found that 80% of parents know of and understand the ESRB system.