Chinese state media wants the gaming industry's help enforcing the country's new video game time limits.
Specifically, it wants to plug a loophole that they say some have exploited.
In a Monday commentary, the People's Daily said some gaming businesses have been selling, or renting accounts to let minors play beyond the 3-hour-a-week limit, which came into effect in August.
The People's Daily is the official newspaper of the Communist Party of China.
Its editorial also said that while some online platforms claim to take strict measures to stop minors from bypassing the rules that way, it also noticed many parents complaining about businesses being lax about double-checking kids' identities when they register.
And that gaming enterprises must "actively fulfill social responsibilities," "be responsible for the healthy growth of the next generation" and "promote the healthy development of the industry."
The paper also asked parents to do more to create a conducive environment "for the healthy growth of minors."
This after teens have been found using their parents' names to register for a gaming account.
Beijing's curbs are a body blow to the global video game industry.
China is the world's most lucrative market with tens of millions of young players, but the central government says limiting gaming time for children was necessary to "prevent addiction."