Tgdaily writes: "It's a bit confusing as to what the law is actually trying to accomplish since most videos game companies already voluntarily submit their products to the ESRB for ratings. Furthermore, most video games already prominently display the ESRB rating on the front, back and sides of the box – as if the pictures of scantily clad women and guns didn't give the mature rating away. Mail order outlets and unrated versions of previously rated games are exempt from the labeling restriction.
Ok let's get to the no teeth part of the law. The penalty for stores and companies not labeling the games is a massive $100 civil fine. No jail time, no pulling of the game, just enough money to cover a dinner for three people at Outback Steakhouse (assuming each person orders the fillet mignon).
Now some of the other parts of the law are more interesting. Console makers must install parental locking features in their units by September 1, 2010. Of course, PCs and handheld systems like the Nintendo DS and Sony PSP are exempt from this."