The PG Era is an era of professional wrestling within World Wrestling Entertainment, Inc. (WWE), which began on July 22, 2008 after its programming received a TV-PG rating from the TV Parental Guidelines. Doing business as World Wrestling Entertainment at the time, the company ceased using its full name in reference to the wrestling promotion in April 2011, and strictly started going by the "WWE" abbreviation, which became an orphaned initialism.