Well it's not strict at all because its poorly enforced. Gotta show ID at GameStop? Daddy can do that for a 9 year old.
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Um, isn't that the whole point? That IS enforcement...
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No, it isn't
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I guess I shouldn't have phrased my first response as a question. Yes, it is the whole point of the rating system, and requiring a parent or guardian to purchase or rent an M- or A-rated game is enforcement of the ESRB's rating system. BTW, participation in the ESRB's rating system and enforcement is entirely voluntary. Developers, publishers, and retailers that participate do so because they want to, not because they have to.
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That doesn't mean it's poorly enforced. In fact, it means quite the opposite.