Changing social and business standards have resulted in a decrease in the use of promotional models in trade shows, especially in the United States. The largest video gaming business convention, Electronic Entertainment Expo (E3), attempted to ban "conduct that is sexually explicit and/or sexually provocative" in 2006 following Agetec's 2005 "Anti Booth Babe" protest, but reversed on this stance in 2009, after complaints regarding this and other policy changes. GameSpot's Greg Kasavin commented that, with this attempt, the Entertainment Software Association (ESA) was "trying to put a definition to what constitutes scantily clad and what's borderline offensive" as it was "under a lot of pressure these days to clean up the image of games and to at least demonstrate that the video game industry is responsible in regulating itself" in the aftermath of Hot Coffee mod controversy.