With the impact of violent games on minors becoming an increasingly political and contentious issue in North America, retailer Gamestop has taken out an campaign, highlighting their policy which prevents unsavoury games being sold to youngsters.

A full page ad in Today points out that Gamestop are committed to protecting children, irrespective of restrictions or laws, which various parents groups and political figures have been calling for in order to reduce the impact adult-rated titles can have on kids.

"We Gamestop, as well as other retailers, have already stepped up with ESRB to regulate ourselves," Gamestop's Clive Olivera told the media. "That's what this is all about. We wanted to bump it up and let the public know, especially consumers, that it is something we actually take quite seriously."

The ad features a picture of the (sincere / odd looking?) CEO Steve Morgan, under the slogan 'Respect the Ratings', which assures us that the ESRB's non-inforcible ratings will be adhered to. "One mature-rated game sold to a minor is one too many. It's our goal to provide as much education as we can, not only to our employees but to consumers in general," Olivera adds.

RespectTheRatings.com has also been launched, a site which hopes to help educate parents about games and ratings. Gamestop's man says that the site is all about informed choice, helping parents make decisions about the games they buy for their children. More soon.

By Luke Guttridge