Guide for the Display of ESRB Rating Information

Guide for the Display of ESRB Rating Information on the Internet ARC Contacts: Effective: January 2009 Lisa Schnapp lschnapp@esrb. org Vice President Phone: (917) 522 -3245 David Gossett Assistant Director dgossett@esrb. org Phone: (917) 522 -3234 Nick Feltch Manager, Monitoring and Compliance nfeltch@esrb. org Phone: (917) 522 -3242 Dan Mac. Ilvain ARC Associate dmacilvain@esrb. org Phone: (917) 522 -3247 1

ESRB Rating Icons on the Internet Rating Icon Display The rating icon must be displayed in black and white and must be replicated exactly as provided by the ESRB with no changes in shape, color or design. Any deviation from this format is strictly prohibited, including but not limited to the use of transparent rating icons. Rating Icon Size The size of the rating icon must measure (i) no smaller than 38 pixels wide by 53 pixels high. However, for rating icons with attached Descriptor Boxes, the size of the rating icon must measure: (i) no smaller than 38 pixels wide by 53 pixels high for ratings that include between one and three content descriptors, (ii) no smaller than 40 pixels wide by 57 pixels high for ratings that include four content descriptors, (iii) no smaller than 42 pixels wide by 60 pixels high for ratings that include five content descriptors, or (iv) no smaller than 44 pixels wide by 63 pixels high for ratings that include six content descriptors. ESRB Rating Icons ESRB encourages all publishers to link from the ESRB rating icons to the ESRB's ratings definition page (http: //www. esrb. org/esrbratings_guide. asp#symbols) or a dynamically updated pop-up page that keeps visitors on the publisher's website. For further instructions on how to access the pop-up, please contact Lisa Schnapp at lschnapp@esrb. org. 2

ESRB Content Descriptors on the Internet Content Descriptor Display Content descriptor(s) must appear with the rating icon either: (a) next to the rating icon (See Figure A), (b) in an attached Descriptor Box (See Figures B or C), or (c) under the content descriptor (See Figure D). Figure A Figure B Figure C Figure D Content descriptors must be displayed in no smaller than eight (8) point font and must be legible. Univers or Arial typeface is recommended but not required as long as content descriptors are legible. Please visit www. esrb. org for a complete list of content descriptors. 3

ESRB Rating Pending Icons on the Internet Rating Pending Icon Display The Rating Pending icon must be displayed in black and white and must be replicated exactly as provided by the ESRB with no changes in shape, color or design. Any deviation from this format is strictly prohibited, including but not limited to the use of transparent rating icons. Rating Pending Icon Size For titles anticipated to be rated Everyone or Everyone 10+: The Rating pending icon for titles anticipated to be rated E or E 10+ must measure no smaller than 53 pixels high. For titles anticipated to be rated Teen, Mature or Adults Only: The Rating pending icon for titles anticipated to be rated T, M or AO must measure no smaller than 60 pixels high when the text is displayed in the attached descriptor box. If the text is displayed next to a standalone RP icon, the RP icon must measure no smaller than 53 pixels high. The text must be legibly displayed in at least eight (8) point font. May contain content inappropriate for children. Visit www. esrb. org for rating information. Please Note: The Rating Pending icon must always be accompanied by the appropriate text, depending on the anticipated rating. The only exception is the Rating Pending icon placed on box art before a rating is assigned, which must be updated once the title is rated. 4

Product-Specific Web Page • Product-specific web pages must legibly and prominently display the rating icon and content descriptor(s) on the page. • Content descriptor(s) must appear with the rating icon either next to the rating icon or in an attached Descriptor Box. • The size of the rating icon must measure no smaller than 38 pixels wide x 53 pixels high. • The font size of the content descriptor must be no smaller than eight (8) point, and the text must be legible. 5

Online ads less than one-fourth of a screen (Smaller than 175, 000 square pixels) • • Includes standard banner ads including 300 x 250, units 160 x 600 and 728 x 90 as well as web buttons/tiles. Online advertisements smaller than one-fourth (1/4) of a screen page must visibly and prominently display the rating icon and content descriptor(s) either, directly on the advertisement; and/or on a web page/product specific page that links directly (one click) from the advertisement. Please Note: ESRB strongly recommends the placement of the rating icon and content descriptor(s) directly on all online advertisements without users having to click to another page. Please Note: Trailers for M or AO rated games embedded in online ads must be age-gated in accordance with Section XX. X of the ARC Manual. 6

Online ads one-fourth of a screen or larger (175, 000 square pixels or larger) • Includes 300 x 600 and 600 x 400 units, multiple unit ads such as roadblocks and online ads that expand to be 175, 000 square pixels or larger • Online advertisements one -fourth (1/4) of a screen page or larger must legibly and prominently display the rating icon and content descriptor(s) directly on the advertisement. Please Note: Trailers for M or AO rated games embedded in online ads must be age-gated in accordance with Section XX. X of the ARC Manual. 7

Skins and Wallpapers • Skins that measure 175, 000 square pixels or larger (including other ad units on the page) or skins less than 175, 000 square pixels that do not click through to a landing page with ESRB rating information must legibly and prominently display the rating icon and content descriptor(s) directly on the advertisement. Please Note: Trailers for M or AO rated games embedded in online ads must be age-gated in accordance with Section XX. X of the ARC Manual. 8

Launch Page for Online Demos/Trailers/Videos • The rating icon and content descriptor(s) or text of rating information must be displayed adjacent to the name of the title on an online demo/trailer/ video. This display may appear on the page where the online demo/trailer/video is accessed or on the page prior to download. • The size of the rating icon must measure no smaller than 38 pixels wide x 53 pixels high. • The font size of the content descriptor must be no smaller than eight (8) point and legible. 9

Launch Page for RP Demos/Trailers/Videos • RP products anticipated to be EC, E. or E 10+ must display the RP icon with “Visit www. esrb. org for rating information” in a location where it will accurately associated with the intended title. The size of this Rating Pending icon must measure no smaller than 53 pixels high. • RP products anticipated to be T, M or AO must display the RP icon with “May contain content inappropriate for children. Visit www. esrb. org for rating information” in a location where it will accurately associated with the intended title. The size of this Rating Pending icon must measure no smaller than 60 pixels high. • The RP icon must appear on either the page where the online demo/trailer/video is viewed/accessed or on the page prior to download. Please Note: RP products anticipated to be rated M or AO must have an age verification gate that does not permit users under the age of 17 (or 18 for Adults Only) to view the demo/trailer/video 10

Age-Gate for Mature and Adults Only Rated Online Demos/Trailers/Videos Age Verification All Mature and Adults Only-rated demos/ trailers/videos (or RP products anticipated to be M or AO) must have an age verification gate that does not permit users under the age of 17 (or 18 for Adults Only) to view the demo/trailer/video. As part of the neutral age-screening process, websites cannot mention the minimum age required for access or make any leading statements about Mature content being contained in the demo/trailer/video, either on the age-screen page itself or in a message appearing after age information has been submitted. The rating icon must not be displayed on the age-gate page. It is required that a company take reasonable measures to prevent users from clicking back and re-entering an older age (e. g. , redirecting the user to the homepage, dropping a session cookie or disabling the back button). There are further instructions on the guidelines and best practices for Age-Gates in the ARC Manual, which is available online at www. esrb. org. Select “Publisher Information” from the left navigation bar (username: pub/password: 4321). 11