The Entertainment Software Association today announces new Public Service advertisements to promote the organization's rating system.

The new ads are not available online, but in the past the ESRB has teamed up with major retailers GameStop, Wal-Mart, and Best Buy to issue more Public Service Advertisements helping parents navigate the video game rating system.

In the video spots, children approach shopping parents to ask if they can buy a new video game. The parents turn to their smart-phones to look up the rating description to thwart their children’s requests.

In one spot, one parent checks a game on her iPhone and sternly informs her children that the game they picked out has a scene where “two female warriors expose cleavage.”

“Uh. Maybe the other one’s better,” one child responds and hurries back to the video game display.

The three video game retailers announce their support for the video game rating system, reminding parents that they will not sell games to under-aged gamers.

“We’re helping families learn more about the options available for a safe and secure gaming experience,” explains Best Buy President Brian Dunn in an ad. “That’s why we inform our customers about the ESRB rating system and that’s why it’s our policy not to sell ‘M’ rated games to kids under 17 without their parent’s permission.”

The video game industry came under criticism after the Sandy Hook Elementary shooting, as reports revealed that shooter played ‘M’ Rated video games.