Although rules against too much sex on the tradeshow floor are nothing new to the E3Expo, the 2006 show will mark a profound increase in penalties for showing too much skin while peddling games.
According to the show’s latest handbook, companies will be fined $5,000 on site if they fail to adhere to the new rules.
“What's new in 2006 is an update and clarification of the enforcement policies; as we do from time to time, we have taken steps to ensure that exhibitors are familiar with the policy and how it will be enforced,” E3Expo Show Director Mary Dolaher said.
Although no reason was made public for the change, the move follows months of pressure on the industry from politicians to enact stricter legislation on the sale and marketing of “mature” video games.
According to the show handbook: “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.”
Dolaher said violators would receive one verbal warning during the show, after which the company in question would be fined $5,000 for each subsequent violation. Companies will have to pay the fine immediately or leave the show, she said.
Officials of the Entertainment Software Association, which runs the E3Expo, will have final say on what is unacceptable during the show.
