It effectively makes it likely that retailers will completely stop advertising or using ESRB ratings, since it is the least costly way to ensure they never run afoul of the new legislation.
Then the people ragging against video games can point out that retailers don't even follow the ESRB ratings, and claim that the self-regulation clearly is not working, and try to get even more harsh, government backed regulations in place to fully replace the ESRB.
As far as the bills official intent, it seems pretty fail. But it has potential to encourage, and perhaps even achieve, the bills proponents' eventual goals.