UK Government Distanced from Offensive Advert

The UK government, in the form of the Department of Health has apparently told ELSPA's director general that the Change4Life advert (pictured) and campaign that relates 'early death' to video gaming is not its problem.

The advert - which has been targeted at women via such outlets as Heat, Reveal and Star (says an MCV report) is sponsored by the British Heart Foundation, Diabetes UK and Cancer Research.

When Rawlinson spoke with Department of Health officials today, he was "informed that the ads are the responsibility of the NGOs listed. We are now taking the matter up with these organisations and informing them of the responsible position taken by the industry as demonstrated on our Ask About Games website."

MCV has now taken a complaint to the Advertising Standard Authority. SPOnG is joining the list of complainants. You could too if you visit the ASA.

http://news.spong.com/article/17348/...fensive_Advert