ASA attempts to curtail violence in UK game advertisements

Monday, 20 July 2009 21:55 GMT By Nathan Grayson

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According to MCV, violent videogame ads are about to get a stern talking-to from the Advertising Standards Agency.

Apparently, the ASA will release new guidance for publishers and their ad agencies next week, which will ask them to consider the “wider context” of violent ads.

This is not to say, however, that gore, giblets, and F-bombs litter UK game ads — far from it. The ASA says less than one percent of game ads in the last 12 months were so gratuitously violent that they had to be pulled.

As such, the new guidelines are meant to stop future problems from ever sparking into a flame, and encourage publishers to go beyond simply satisfying regulatory rules.

More through the link.

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