ELSPA’s fight to have PEGI instated by law has been singled out by a prominent Labour MP as one of the ‘greatest lobbying campaigns of all time’.

Tom Watson, MP for West Bromwich East, has nominated the campaign to be included in Public Affairs Magazine’s prestigious Top 50 Best Ever Campaigns.

In an open letter, Mr Watson wrote to Public Affairs: ‘I have been deeply impressed with the video games industry’s recent engagement with Government. They played a blinder…

‘Frankly, politicians and games publishers did not get on. Keith Vaz has been pummelling the industry for years, The industry response was a mix of head-in-the-sand, please-make-it-go-away adolescent bravado. Message to the gaming industry: Do not mess with politicians colluding with The Mail…

‘But the industry wised up. They listened and improved their own rating system. All credit must go to the excellent engagement strategy conducted by ELSPA.’

ELSPA director general Mike Rawlinson told MCV this week: “Our progress is the result of a joint commitment to open and constructive dialogue between Government and the UK video games industry to achieve the best result for protecting British children.

“I am very grateful for the support and assistance of Phil Snape from PSA Communications, Freud’s PR and members of the industry who lead and supported our work.”