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Facing the prospect of federal legislation, American publishers organized a single body to assign age and content ratings to games. Retailers adopted it quickly, and industry self-regulation became the standing answer to political pressure.
Self-regulation, adopted under pressure, kept content decisions inside the industry rather than in statute. The labels changed how games are marketed and sold across North America, gave parents a reference point they had never had, and became the industry's principal argument whenever legislators returned to the subject.
