ESA to fine exhibitors for using booth babes at E3
Exhibitors who break the rules face $5000 penalty
The Entertainment Software Association has announced that exhibitors attending this year's E3 will face a hefty fine if they attempt to promote their products using scantily clad women.
The news emerged after the IGDA published an excerpt from the E3 handbook on its website which read: "Material, including live models, conduct that is sexually explicit and/or sexually provocative, including but not limited to nudity, partial nudity and bathing suit bottoms, are prohibited on the Show floor, all common areas, and at any access points to the Show. ESA, in its sole discretion, will determine whether material is acceptable."
This is nothing new, since for many years the ESA has issued instructions along these lines. However, most exhibitors have simply ignored them in the past - hence the appearance of more and more booth babes with each E3.
But now the ESA has stated that the rules will be enforced for E3 2006, and that those who ignore them will be penalised. The handbook continues: "The Board has adopted an amendment to the current Character of Exhibit/Attire Policy enforcement. Exhibitors will receive ONE verbal warning when a violation of the policy is encountered. Should another violation occur, the ESA will impose a $5000 penalty, payable immediately on-site and require that models comply with the dress code before returning to the floor."
