Shrygue
August 8th, 2007, 20:49
via Games Industry (http://www.gamesindustry.biz/content_page.php?aid=27443)
An advertisement for the PlayStation 3, which prompted several complaints to the Advertising Standards Authority, has been banned by the watchdog.
The ad, which featured a character called Kovac holding a knife and a gun, contained text which read "You on my side? Listen up I've killed for less, the music plays Puccini in my head."
The complaints protested that the images, taken together with the text, sent out an inappropriate message to young people.
Sony's agency, TBWA, responded by saying that the ad was targeted at an adult audience, and that it wasn't intended to "represent, nor describe, socially acceptable or aspirational behaviour."
However, the ASA agreed with complainants on the issue, stating that it felt it "could be seen to condone or glamorise violence or anti-social behaviour," and has asked Sony to amend future ads accordingly.
Several other complaints, directed at a number of additional internet ads, a television ad and also one in the national press, were not upheld.
An advertisement for the PlayStation 3, which prompted several complaints to the Advertising Standards Authority, has been banned by the watchdog.
The ad, which featured a character called Kovac holding a knife and a gun, contained text which read "You on my side? Listen up I've killed for less, the music plays Puccini in my head."
The complaints protested that the images, taken together with the text, sent out an inappropriate message to young people.
Sony's agency, TBWA, responded by saying that the ad was targeted at an adult audience, and that it wasn't intended to "represent, nor describe, socially acceptable or aspirational behaviour."
However, the ASA agreed with complainants on the issue, stating that it felt it "could be seen to condone or glamorise violence or anti-social behaviour," and has asked Sony to amend future ads accordingly.
Several other complaints, directed at a number of additional internet ads, a television ad and also one in the national press, were not upheld.