ASA finds video game advertising plays by the rules

A new survey by the Advertising Standards Authority (ASA) has found that over 99% of ads for video games comply with its rules.

The survey, conducted in response to concerns raised by Dr Tanya Byron in her report Safer Children in a Digital World, looked at 241 ads for video games, with just one considered in breach of ASA codes.

The ASA looked at video game ads that appeared across all media during April to June 2008, and considered their scheduling, age-rating, context and content.

Most of the ads, apart from radio, made a clear reference to the age-rating of the game, said the ASA. Depiction of violence was a strong theme, but it was often stylised, fantasy-like and clearly separated from reality.

“The appropriate scheduling and placement of the ads meant they were not considered to be problematic,” said the ASA. “For instance, the editorial content of some of the magazines examined contained images of violence more graphic than any of the images in the ads.”

Christopher Graham, director general of the ASA, said: “Our survey is encouraging as it suggests that video games are being advertised responsibly and in line with the Codes.

“The issue raised by Dr Byron of children’s exposure to violent or inappropriate imagery in video games is an important one. The ASA will play its part in protecting children by ensuring video game ads continue to play by the rules.”

During the survey period the ASA also formally investigated complaints about three ads for video games.

It upheld complaints against one TV campaign for an 18-rated game which contained scenes that the ASA considered were offensive and distressing and condoned violence and cruelty.

ASA: 020 7580 5555 www.asa.org.uk