Major Nelson posted a message on his blog regarding this, explaining the new policy. He pointed out this new rule was implemented to comply with the ESRB's Principles and Guidelines for Responsible Advertising Practices.
Major Nelson added that these guidelines should also be implemented by other online console stores such as the Wii Shop Channel and the PlayStation Store.
Many of the posters in the forums were complaining about the implementation of this change on the Xbox Live. They may have a point since the Xbox Live system has been blocking even 17 year olds from the Mature content (which according to the ratings is supposedly rated for individuals aged 17 ).
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