Alabama Attorney General Troy King (R) has become the latest high-ranking state official to endorse the video game industry's content rating system.

In a press release issued yesterday, King announced a public service ad campaign designed to raise parental awareness of the ESRB rating system. The PSAs featuring King will air on radio and TV.

The A.G. commented on the campaign in yesterday's press release:

I know parents face tough decisions these days about the media they allow into their homes. There’s simply no substitute, though, for parental involvement and responsibility, and it’s important that parents play an active role in choosing games for their children. ESRB ratings are an effective and informative resource that allows parents to decide if the video game their child wants is appropriate, and rating summaries provide even more insight into exactly what a parent would want to know about in a game. I’m proud to be educating parents in our state about the tools at their disposal.

As GamePolitics has noted in the past, such campaigns are a sweet deal for the politicians involved. The ESRB picks up the cost of production for the spots and elected officials get a chance to show voters that they are concerned about children.

Readers can see King's PSA (as well as those made by other political figures) at the ESRB website.