To get a PEGI rating (PanEuropean Game Information), a video game publisher must go through a number of steps. After the initial assessment by the publisher, the game goes to the PEGI administrator for testing and verification. Once that has been done, a license for a PEGI rating can be issued. More info here: http://bit.ly/iH1wJc
Disclaimer: although shown in this animation, not all the PEGI testers have moustaches.