The Entertainment Software Association has announced that exhibitors attending this year's E3 will face a hefty fine if they attempt to promote their products using scantily clad women.


The news emerged after the IGDA published an excerpt from the E3 handbook on its website which read: "Material, including live models, conduct that is sexually explicit and/or sexually provocative, including but not limited to nudity, partial nudity and bathing suit bottoms, are prohibited on the Show floor, all common areas, and at any access points to the Show. ESA, in its sole discretion, will determine whether material is acceptable."

Exhibitors who break the rules face $5000 penalty.