(WWE), which began on July 22, 2008 after its programming received a TV-PG rating from the TV Parental Guidelines. WWE considers the era to have ended in 2013, but some sources describe everything since 2008 to be part of the PG Era because most of WWE's programming remains TV-PG. The era has received plenty of criticism from fans due to its watered-down violence and family-friendly program and characters, but it has also been praised as a wise business decision because it made the promotion more appealing to corporate sponsors.