MTV Multiplayer Blog writes: "It's only been this generation that downloadable content has become a viable opportunity on consoles, and the Entertainment Software Ratings Board finds itself in a position to regulate this uncharted territory of content.
"The Elder Scrolls IV: Oblivion" expansion packs and the upcoming "Grand Theft Auto IV" upcoming add-ons represent the industry's most expansive departures from a game's original content. The catch: that content must remain consistent with the original rating branded by the ESRB.
New content cannot introduce elements that would alter the original rating, or the overall rating must change. ESRB president Patricia Vance explained what this meant for content makers at a MI6 Conference panel on marketing and user generated content last week."