The GRA - the games rating authority rate the game according to the level of violence in the game.
Video games are rated by a 3 stage process, questionaire, examination, game examination.
PEGI- European classification group, come up with the certificates. (Not legally enforceable in all countries).
2012 - PEGI ratings become legally enforceable for people buying games.
It is different from the regulation of other industries such as the press as the press does not have any age rating and the games do. According to what age rating the game has been classified under, it determines the amount of violence and abusive language they're allowed.