The Entertainment Software Rating Board (ESRB) is a non-profit, self-regulatory body that assigns age and content ratings for video games and mobile applications so parents can make informed choices. As part of its self-regulatory role for the video game industry the ESRB also enforces industry-adopted advertising guidelines and helps ensure responsible online privacy practices under its ESRB Privacy Certified program. ESRB was established in 1994 by the Entertainment Software Association (ESA).