Utah has a bill in play H.B. 353 regarding video game sales and ratings and such.
In an attempt to bring game selling under state control, they are introducing an amendment that says, in effect: If you promise to follow the ESRB guidelines and then you don’t, you are in violation of the truth in advertising law and can be fined 2000 bucks.
So, what this will almost certainly do is encourage Gamestop and such to just not promise ANYTHING.
Further, the rule is entirely unnecessary.  Voluntary compliance with ESRB has been amazingly sucessful nationwide and Utah has one of the best rates:
Utah’s Games Bill is dangerously wrong | Games | Game Room | Macworld

“… according to a recent audit, Utah video game retailers enforce their store policies regarding the sale of M-rated games an impressive 94 percent of the time — without any laws or requirements that they do so. That level of compliance took many years to achieve, and speaks to the strong commitment of video game retailers to do the right thing.”

So, because of some unfounded fears and pandering for votes, or just out of a complete lack of knowledge and wisdom, they may very well just make things worse.
Well done, Utah! You deserve your Mormons!