I was recently talking with a friend — a parent of teens — who said she suspected game developers purposely insert violence and questionable content deep enough into a game so that when parents “test” a game through play, they never reach it. While that’s possible, it seems unlikely, given the process used to rate video games. Which totally underscores why I think it’s important to read these ratings carefully — and to trust them.

The Entertainment Software Review Board (ESRB–esrb.org) determines games’ ratings and enforces advertising guidelines. There’s an elaborate review process before a rating is given.

First, the game publisher answers a detailed questionnaire about the content. They also must submit video of the game’s “pertinent content” — this is the most extreme content in the game, including violence, sex, language, controlled substances and gambling. If there is content that is “locked out” or inaccessible but remains in the final code of the game, that too must be disclosed.

Game raters watch the video of the games. Sometimes, a beta or alpha version of the game may be played by ESRB staffers. The raters discuss the game until they reach a consensus on a rating.

When the game is published, it must be resubmitted to the ESRB. At that point its packaging is reviewed. And ESRB staff play the final version of hand-picked and random games, to verify that publishers have been accurate in the material they have submitted.

What happens if a game publisher is found — after release — to have not fully disclosed “pertinent content?” The ESRB can take what it calls “enforcement action,” which can include imposing fines and requiring corrective action, such as repackaging and altering advertising materials. In some cases, the ESRB may suspend all rating services for the publisher. In other words, it’s not in the best interests of the company to try and get around the ESRB.

The system is not infallible. Several months ago, Target removed Manhunt 2 from its shelves. The publisher had appealed an ESRB rating of Adults Only, which prevented it from being sold at retailers like Target and Wal-Mart. To do so, the publisher locked the objectionable violent material, and won its appeal to downgrade to a Mature rating. But it turns out the material could be hacked through the game code.

I think the scrutiny a game receives from the ESRB is much, much deeper than what you or I could hope to accomplish by casually playing the game. So, I’m all for reading the label carefully…and heeding it.