Feeds

Video game ad banned for 'realistic' violence

Stranglehold promo strangled

High performance access to file storage

An advert for a computer game has been banned from television. The advert for Stranglehold had realistic violence, constant gunfire and condoned violence, according to ad watchdog the Advertising Standards Authority (ASA).

The ASA responded to two complaints about the promotional clip for the game, which is endorsed by martial arts director John Woo. One person complained that the advert glorified gun violence and could affect susceptible people. Another said their three-year-old son had seen the ad when it was shown before the 9pm television watershed.

The advertising agency behind the ad, Picture Production Company, said it believed it was clear the footage was animation and not realistic, and that nobody was seen to be shot because bullets were fired into the air in the clip.

The ASA did not accept its arguments. "The ASA noted that the shooting was almost continuous throughout the ad and considered that the violence depicted, although computer-generated, was realistic in appearance," said its ruling.

"We considered the voice-over, which stated 'Honour is his code. Vengeance is his mission. Violence is his only option,' suggested that it was honourable to seek revenge and that violence was an acceptable solution to a situation."

Picture Production Company said it had submitted the advert to Clearcast and had received approval to show it. Clearcast is a company owned by the major broadcasters which carries out pre-broadcast clearing of adverts using the ASA's rules as guidance.

It said it thought the violence unrealistic and stylised, and that the ad could be shown because there was no interpersonal or gory violence. It said it had recommended showing the advert only after 7.30pm.

The ASA also rejected Clearcast's assessment. "We considered the ad was likely to be seen as encouraging and condoning violence. Because the issues raised by the ad could not be addressed with a timing restriction, we considered the only solution was to withdraw the ad from transmission completely," said the ruling.

The ASA ordered Stranglehold publisher Midway Games not to re-broadcast the advert because it broke the Advertising Code's rules on violence and cruelty and its rules on health and safety.

Copyright © 2008, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

High performance access to file storage

More from The Register

next story
Video games make you NASTY AND VIOLENT
Especially if you are bad at them and keep losing
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Nvidia gamers hit trifecta with driver, optimizer, and mobile upgrades
Li'l Shield moves up to Android 4.4.2 KitKat, GameStream comes to notebooks
Gimme a high S5: Samsung Galaxy S5 puts substance over style
Biometrics and kid-friendly mode in back-to-basics blockbuster
Dell Wyse Cloud Connect: Pocket Android desktop
Ultrathin client with a lot of baggage. The upside? It's a rogue sysadmin's delight
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
NORKS' own smartmobe pegged as Chinese landfill Android
Fake kit in the hermit kingdom? That's just Kim Jong-un-believable!
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.