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Retailers and game makers VOLUNTARILY adopted a rating system back in the 90's/early 2000ish back when they were trying to pass this law. It was a rather brilliant move that pulled the law makers teeth.
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Actually, the move was expected, and it played right into regulators' hands. The same tactic has been used before.
In 1954, the comics industry voluntarily adopted the Comics Code to head off possible censorship from legislators.
In 1985, the music industry adopted the "Parental Advisory" stickers for records with questionable language following some very ominous (and questionably legal) Congressional hearings.
In 2000, S&W signed an agreement with the Clinton administration, promising modifications to designs and their marketing. The purpose? To avoid lawsuits.
So, there is some commonality.