ASA dismisses Change4Life ad complaints

Thursday, 19th March 2009 10:20 GMT By Patrick Garratt


The UK Advertising Standards Authority has dismissed complaints made against a government ad campaign which promotes exercise by showing a child holding a gaming controller.

But Tiga and MCV lodged complaints against the Change4Life image, which they claimed suggested the government was linking early death to playing videogames.

“Whilst the ASA Council understood the concerns of Tiga and those complainants who worked in the videogames industry, it noted that the ad did not claim that playing computer or console games alone would lead to illness or premature death,” wrote the agency.

“The Council considered that most readers would understand that the ad was discouraging a sedentary lifestyle and used the example of playing a console game as an illustration of the type of behaviour which might lead to long-term health problems if no exercise were taken alongside more sedentary activities.

“The Council considered it unlikely that most readers would infer from the ad that playing videogames was the sole contributory factor in the development of the health problems mentioned in the ad.”

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  1. Blerk

    Why didn’t they have an advert with a picture of someone reading a book, then?

    #1 6 years ago
  2. Syrok

    Because people don’t read these days. :o)

    #2 6 years ago
  3. trav

    Can MCV come down from their high horse now?

    #3 6 years ago
  4. Rock_Me_Amadeus

    MCV speaks for everyone in the entire industry, don’t forget that.

    #4 6 years ago
  5. Yoshi

    Thats a load of shit, i bet most people who saw that thought videogames were the cause of illness or death. If they did adverts with errm i duno, a kid holdin a control, some1 lyin on a sofa and doin jackshit, or somethin like that. If they dont want every1 thinkin videogames cause dead or illness then they ever take that advert out or do lots of different scenarios

    #5 6 years ago
  6. scuz

    christ, 1984 is now.

    #6 6 years ago
  7. GwynbleiddiuM

    John Carpenter Presents:
    Scape From London

    Snake Plissken is back!

    TV Ad: Snake Plissken has sent to London (which is now a maximum security prison holding the most dangerous gamers and game developers) to save MCV CEO’s Grandmother.

    Col. Pennyworth: “Plissken, you bloody bastard. you’ll save her or else.”
    Snake Plissken: “Fine, but when I’m back, I’ll kill you.”

    Snake is bounded with a PSP (which incase you didn’t know is a highly hazardous device these days and will kill him in 18 hours). Therefore Plissken has only 18 hrs to rescue and bring back one of the greatest minds of the 21st century’s grandmother otherwise he’ll become ill, very ill, seriously ill.

    “Call me Plissken”

    #7 6 years ago

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