Public Affairs: Videogame body fights regulation

Britain's videogame makers have called in PSA Public Affairs to help stave off regulation of the £2.2bn industry.

The move by trade body the Entertainment and Leisure Software Publishers Association (Elspa) follows a highly publicised attack on the industry last year by Giselle Pakeerah - she claimed the killer of her son Stefan had mimicked videogame Manhunt and called for it to be banned.

PSA will aim to reassure the DTI, the Department of Culture, Media and Sport and MPs that the industry is properly self-regulating.

Deborah Coster, account director at Elspa's retained PR agency Barrington Harvey, said the controversy around Stefan Pakeerah's murder made the group realise 'education was needed for the halls of power'.

'We need to help MPs understand how the age ratings process regulates the industry - it doesn't need any further regulation,' she said.

PSA will emphasise that 'the vast majority' of games are 'suitable for all the family', with only one in 100 needing an 18 rating.

It will stress the industry's contribution to the economy and tackle the perceived link between videogames and obesity by claiming content is becoming more aerobic.

Elspa's director-general is Roger Bennett.

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