Behind the Pan European Games Information (PEGI) age rating system is a shadowy organization called the Interactive Software Federation of Europe or ISFE. I call it shadowy because I've only heard about it once until now and I couldn't find anything on the web. They have a website now. It looks like they're a lobbying group for the interactive entertainment industry, aimed at the European Union and the World Trade Organisation and the like.
I recently had lobbying in general and lobbying in Brussels in particular explained to me by a friend of mine who has done this for a living. It is apparently not as extremely money-oriented as lobbying in the US. I'm glad there appears to be someone representing the industry's interests in Brussels: the European industry can use all the help it can get.