The handbook from the Entertainment Software Association, the show’s promoter, says: “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.”

Exhibitors would receive one verbal warning when a violation occurs. Upon a second violation, the ESA said it would impose a $5,000 penalty, payable immediately on the site. It would also require that models comply with the dress code before returning to the floor.

ESA said it has sole discretion to determine what is acceptable.

The E3Expo dress code policy is not new for 2006. In fact, it is the same as it has been for the past several years, and the vast majority of other major tradeshows have the same or similar policies. What's new in 2006 is an update of the enforcement policies, which simply allow show management to better enforce the long-standing dress code. E3Expo is first and foremost a business show, and policies such as this one help create an environment not only "where business gets fun", but where business gets done.