Five age rating symbols that are colored green, yellow and red.

Casual games get a "PEGI OK" mark, denoting that they are, well, okay for players of all ages.

On the back of game packaging, there will descriptive symbol (Violence, Bad Language, Fear, Drugs, Sexual, Discrimination, Gambling or Online Gameplay) that indicate why a game has gotten a particular rating.

Seems clear enough.

PEGI Unveils New Ratings Symbols [EDGE]

The war has been long and hard, with the BBFC contending that a local board would be more in-tune with the needs of Britain's children, and the Entertainment and Leisure Software Publishers Association (ELSPA) contending that all of Europe should be governed by the PEGI system for the sake of presenting clear, uniform ratings across the continent. The decision came today from the UK's Department of Culture, Media and Sport, after poring over the Byron Review for ages.

ELSPA was understandably pleased with the decision, issuing the following formal statement from its Director General, Mike Rawlinson:

"The Government has made absolutely the right decision for child safety. By choosing PEGI as the single classification system in the UK, British children will now get the best possible protection when playing videogames either on a console or on the internet. Parents can be assured that they will have access to clear, uniform ratings on games and an accurate understanding of game content.

Today's decision will ensure that games ratings stay relevant and adapt to the changing nature of videogames for many years to come. Retailers will now have clear, legal backing to help them prevent access to unsuitable content by children.

We will work closely with the Government, the Video Standards Council and the BBFC to ensure a smooth and rapid transition to this new ratings system."

The BBFC issued its own statement following the decision, basically saying that they'd support the decision but don't necessarily like it.

"We have argued consistently that any games classification system needs to put child protection at its heart. It must involve consultation with the British public, command their trust, and reflect their sensibilities. It must take account of tone and context and be carried out by skilled and knowledgeable examiners. It needs to involve the provision of full, helpful and carefully weighed information to parents and the public more generally. It must have the power and will to reject or intervene in relation to unacceptable games or game elements. It should make a substantial contribution to media education, for example through dedicated websites and through work with pupils, students and teachers. It must be speedy and cost effective. It must have the capabilities to monitor online gameplay and to attract new members to online classification schemes. And it must be independent in substance as well as appearance, reaching its decisions and providing information on the basis of its own detailed assessments.

"The BBFC has always supported PEGI and wished it well, but it continues to believe that it satisfies these requirements better than PEGI. However, it will cooperate fully in the detailed work needed to give effect to the Government's decision. And it must be independent in substance as well as appearance, reaching its decisions and providing information on the basis of its own detailed assessments."

Following those comments, ELSPA returned with a press release detailing comments from various members of the industry, showing off the fact that the PEGI system is loved and the BBFC should cry more. Here are said comments:

David Yarnton, UK General Manager, Nintendo, said: "The Government has made the right decision. The PEGI age rating system is right for the protection of children as it is designed specifically for games and interactive content.
"As a global company we welcome the decision as mature and intelligent as it works across some 30 international territories."

Rob Cooper, Managing Director, Ubisoft UK, said: "The adoption of PEGI as the rating system for games is a good decision. The PEGI system is future-proof, delivering effective child protection now and in the future. PEGI Online is a key component of the system, ensuring that the government does not have to re-assess the entire system once again in 12 months time."

Mike Hayes, President and CEO, Sega Europe, said: "This is an important decision for the UK public. PEGI is the only system that has the power to prevent games publishers distributing unsuitable content to children."

Keith Ramsdale, Vice President and General Manager, EA UK, Ireland and Nordics, said: ‘"We welcome the government's decision. PEGI is the right choice to protect children from inappropriate gaming content, and best suited to continue to do so in the future as interactive entertainment moves increasingly online.
"We applaud this collaboration between government and industry to find the best solution for consumers and for the UK marketplace."

Andy Payne, Managing Director, Mastertronic Group Ltd and Chairman, ELSPA, said: "This is the right decision for the UK consumer. The PEGI system is specifically built for interactive content both on and offline and is recognised throughout Europe. In a connected digital world, implementing age rating standards that are understood across traditional frontiers will protect children from unsuitable content and help to educate parents at the same time."

Neil Thompson, Senior Regional Director UK & Ireland Entertainment & Devices Division, Microsoft, said "This is the right decision, the most important issue to be considered is that of child safety. A single PEGI system is by far the best means of promoting child safety; given the fact that PEGI is used for offline and online games in 29 countries across Europe. In a globalised market where children can play video games online across borders, this decision will provide clarity and consistency in deciding what games are appropriate for children and in enforcing those decisions – now and in the future".

So everyone is happy, with the possible exception of the British Board of Film Classification, who are probably penciling in several sulking sessions to take place over the following weeks. Meanwhile, at ELSPA, it's pizza party time!

The 30 page report details the advantages of the PEGI rating system and the recent 'traffic light' labels compared to allowing games to be rated by the British Board Of Film Classification.

“The correct solution is for the Government to accept the PEGI system is the best way for games to be rated and classified – and empower it with legal status in the UK," said ELSPA's Michael Rawlinson, "establishing a means in which some games, if necessary, can be banned."

PEGI ratings could be legal standard by 2010 [MCV]

“The world of gaming is fast moving and it is vital that we have a clear ratings system that is up to date with consumers’ needs. It has already been proven that everyone understands traffic light labelling, making it the perfect scheme for the industry to adopt.”

I suppose if the bright colors fail they can always force publishers to shape the game boxes based on the ratings, forcing parents to push them through the correct hole in order to buy them. Hit the jump for a larger version of this new, possibly but not actually parent-proof system.

Video Games Industry Planning to Release 'Traffic Light' Ratings System

Tuesday 28th October/... In a move mirroring efforts by food manufacturers and retailers to give consumers a clear and easy way to understand food content, the games industry is close to launching a traffic light system for the ratings on video games. As the government gears up to close its consultation into video games ratings on November 20, the industry has responded to observations made by Dr Tanya Byron in her report that there is a lack of consumer awareness of the PEGI rating symbols. The industry feels the by employing a traffic light system that is simple to understand it will be effective in combating any confusion previously felt by consumers. The new system has been designed to give parents ‘at a glance’ indicators of the age appropriateness of any game’s content.

An industry source said, “Video gaming is one of the UK’s best performing sectors and a rare economic success in today’s gloomy environment, with retailers announcing record profits and government ministers describing gaming as ‘the most important part of what we call the Creative Industries’.

“The world of gaming is fast moving and it is vital that we have a clear ratings system that is up to date with consumers’ needs. It has already been proven that everyone understands traffic light labelling, making it the perfect scheme for the industry to adopt.”

I've been so intrigued by the debate that I recently commissioned a freelancer to tackle the story, talking to both sides, and the ESRB, about the issues at hand and why both feel they should be the one left in charge.

After an interview with the British Board of Film Classification our writer reached out to PEGI for a similar interview, only to be asked to hand over the transcript of the BBFC interview and questioned on Kotaku's support of PEGI.

It seems that the PR agency handling PEGI is willing to set up an interview, but only if we side with them. The full letter, minus the names, on the jump.

Hi XXXX,

Thanks for this.

Is there any way that we could have confirmation from Kotaku’s editor that he supports PEGI – that way it might ease the way to getting an interview set up. Also, can you find out to me how many unique hits Kotaku gets in the UK. The reason is ELSPA may come back and say Kotaku is just US based. The fact that Kotaku is a US blog might make things tough – just trying to help set this up. J

Also if you could provide the transcript for the BBFC interview that’d be useful.

Finally, do you have the full contact details of Kotaku’s editor – as we currently have nothing (name, email, tel, postal address)

Best regards,
XXXX

“A linear ratings system like the one the BBFC uses is designed for films with a beginning, middle and end where the outcome is always the same. It just can’t cope with the infinite variety and complexity of modern video games, and the interaction between players.

Jackson goes on to site instances where games rated 18 by PEGI are downgraded by the BBFC to BBFC 15 or 12 ratings. Come on Britain, just go ahead and adopt PEGI completely already. Open up to it. No country is an island.

Industry Expert Calls On The Government To Adopt PEGI To Future-Proof Computer Games Ratings
ELSPA director general addresses the Labour Party Conference

Monday 22nd September/... Paul Jackson, director general of ELSPA, the Entertainment & Leisure Software Publishers Association, has told the government that the BBFC is ‘not fit for purpose’ as a ratings system for computer games. Speaking at a fringe event at the Labour Party conference today, Mr Jackson called on the audience to support the Pan-European Game Information (PEGI) system, which he said is the only ratings classification that has the power to prevent game publishers distributing unsuitable content to children. Mr Jackson explained to the audience that there is currently a two-tier system in the UK for rating computer games which everyone finds confusing. Under this system, games are rated under PEGI, which has been adopted across Europe. It is based on standards developed by child safety and games experts who understand games, their impact, their playability and their individuality.

However, there is also, uniquely in the UK, a second rating system run by BBFC, the film classification board who have limited jurisdiction over games ratings via the Video Recordings Act.

According to Mr Jackson: “A linear ratings system like the one the BBFC uses is designed for films with a beginning, middle and end where the outcome is always the same. It just can’t cope with the infinite variety and complexity of modern video games, and the interaction between players.

“There is a simple proof of this already available. The film ratings board continually downgrades games classified 18 by PEGI. They go to BBFC 15 or even BBFC 12. History shows us that BBFC ratings – and the UK – would regularly be out of step with our European neighbours.”

Mr Jackson also explained that the PEGI ratings system would be the most suitable to handle the increase in online gaming. With more and more children playing computer games online against peers all over the world, it is more important than ever to ensure that they are safe while they do so.

Mr Jackson argues that PEGI is the only system with online credibility: “As well as being quick and simple to follow as a ratings system, it is very easily scalable to cope with the rapid growth in online games and add-ons.”

PEGI is supported by the majority of the computer games industry, which argues that it is the right tool for the job, as opposed to the BBFC system, which was developed to rate film, rather than game, content.

The industry believes that PEGI is the ideal system for protecting children from unsuitable content both today and in the future.

PEGI represents the “gold standard” today, and will undoubtedly be the best system for tomorrow. PEGI is clearly the only ratings system which has the power to prevent game publishers distributing unsuitable content to children, online and offline. Only PEGI fully assesses all games content. It is designed specifically for interactive software. It understands games and their potential for infinite variations. That’s why it is backed by the vast majority of the computer games industry.

And it's not only the ELSP that supports PEGI, but also Nintendo UK, Ubisoft UK, SEGA of Europe and EA UK, Ireland and Nordics. Hit the jump for comments from each of those companies:

David Yarnton, UK General Manager of Nintendo, said: “The PEGI age ratings system is favoured by Nintendo. It has the ability to assess and rate all game content and does not rely on a sample of game play to form its decisions. The fact that there is also an EC proposal for member states to adopt PEGI only adds further weight to the solid arguments and facts for its UK adoption as the sole system of choice for games ratings.”

Rob Cooper, Managing Director of Ubisoft UK, said:“The PEGI system is future proof. It’s as simple as that. It is a self-regulation system that is operated by experts that are best qualified and experienced to do the job. As an international business selling games across the World, we urge Government to understand the depth of importance of this decision as we enter a period in which games will grow exponentially.”

Mike Hayes, President and CEO of Sega Europe, said:“If you look at the PEGI system against the film ratings board in the UK, you will see that PEGI is the only system that has the power to prevent games publishers distributing unsuitable content to children. It can ban a publisher’s entire output, rather than just a single title. This power is backed by the entire industry.”

Keith Ramsdale, Vice President and General Manager of EA UK, Ireland and Nordics, said:“The Government’s proposed changes will create extra administration and cause delays in getting hit games into the hands of British consumers. Only PEGI is built to address the fast changing nature of the games industry and is best placed to deliver the needed protection for minors.”

Those are some big companies in PEGI's corner.

GAMES INDUSTRY CALLS ON GOVERNMENT TO EMBRACE PEGI AS SINGLE GAMES AGE RATINGS SYSTEM [MCVUK]

“We are disappointed and concerned about attempts by one or two video games publishers to pre-empt, through recent press statements, the forthcoming public consultation on video games classification. Their statements are misleading in several respects:

The BBFC’s current average turnaround time for games classifications is eight calendar days. In terms of international comparisons, this is notably quick. There is no reason why the increased role for the BBFC envisaged by Dr Byron should lead to delays.

Cooke goes on to explain that the BBFC is fast, efficient, and more than capable of dealing with games both online and off in a timely fashion. Hit the jump for the full statement without delay.

BBFC REJECTS CRITICISM OF BYRON GAMES CLASSIFICATION PROPOSALS

The BBFC’s Director, David Cooke, today rejected criticisms from some quarters of the games industry of the Byron Report proposals for games industry.

He said:

“We are disappointed and concerned about attempts by one or two video games publishers to pre-empt, through recent press statements, the forthcoming public consultation on video games classification. Their statements are misleading in several respects:

The BBFC’s current average turnaround time for games classifications is eight calendar days. In terms of international comparisons, this is notably quick. There is no reason why the increased role for the BBFC envisaged by Dr Byron should lead to delays.

BBFC classifications are already cheaper for many games than those under the Pan European Games Information System (PEGI). Because the BBFC currently deals mainly with the most problematic games, BBFC costs will fall if, as Dr Byron recommended, we take on all games, physical and online, rated ‘12’ and above.

It is absurd to imply that the BBFC could not cope, or would need “a building the size of Milton Keynes”. The BBFC is a larger and better resourced organisation than PEGI, and is well used to gearing up, and to providing fast-track services where appropriate.

We reject any suggestions that the Byron proposals for dealing with online games are not future-proof. Countries such as the USA and Germany already classify such games in a way which reflects national cultural sensibilities. The BBFC has made clear that we are prepared to work through PEGI Online, which already recognizes BBFC symbols. But, with online games, the real need is not a pan-national grouping of markets, but rather soundly based and independent initial classification, full information provision, and responsible self-regulation of online game-play backed by properly resourced independent monitoring and complaints mechanisms.

“The games industry really does have nothing to fear from a set of proposals which would provide more robust, and fully independent, decisions, and detailed content advice, for the British public, and especially parents. The Byron proposals, far from envisaging the collapse of PEGI, specifically provide for a continuing PEGI presence in UK games classification. They also provide significant opportunities to reduce duplication of effort and costs. And they would make wider use of a system, the BBFC’s, which British parents recognize, trust and have confidence in.”

Starting in July, the government will work on proposing Britain's classification system, and propose changes by 2009. Another phase of the plan will involve agreeing on a classification for online games, launching an awareness campaign for game ratings, developing appropriate parental controls in conjunction with the industry, and working with Trading Standards to ensure that games don't get sold to kids of an age inappropriate to the ratings.

This is the sort of mutual-interest collaboration that seems to work a little better than some of the contentious and pricey (and ultimately unsuccessful) litigious efforts we often see in the States.

The sticking point remains the recommendation that the ratings system should favor the BBFC over PEGI - thereby resulting in further UK release delays, as we reported earlier.

Government publishes Byron Review action plan [GamesIndustry.biz]

"The government's proposed changes to the existing age rating systems will create further delays in getting hit games to the UK," he said. "An extra and unnecessary layer of administration beyond a single system slows the process, and that delay will get passed on to the players themselves."

If you ask me the UK just needs to have the whole shebang handled by PEGI and be done with it, but that isn't a very British way of doing things. Why they have to go and make things so complicated?

New ratings system could delay UK releases [Eurogamer]