ASA – EA did not engage in false advertisement with Mass Effect 3

Wednesday, 13th June 2012 15:59 GMT By Stephany Nunneley

The Advertising Standards Authority has ruled EA did not practice in false advertisement when promoting the fact players’ choices would influence the ending of Mass Effect 3. The firm found the endings in the game to be “thematically quite different,” and while it was aware players felt they didn’t influence the ending as much as was advertised, it was enough for the complaint to be dismissed. The ASA’s decision was based on the three choices at the end, and the effectiveness of said ending based on the EMS score of the player. After Mass Effect 3 was released, players lodged complaints with the ASA claiming EA has dabbled in false advertisement as many felts BioWare did not provide a more satisfying ending based on player choices during the entire trilogy. Thanks, Gamasutra.



  1. YoungZer0

    Someone’s not doing their job right.

    #1 3 years ago
  2. DSB

    You were promised Mass Effect 3, and you got Mass Effect 3.

    #2 3 years ago
  3. ManuOtaku

    “The ASA’s decision was based on the three choices at the end, and the effectiveness of said ending based on the EMS score of the player”

    And for that alone i knew this was going nowhere, it is difficutl to prove that your actions didnt affect the ending, when it reality it does, maybe not the way is expected, but every person expects different things, and its difficult to please everybody, or have 3.000.000 endings.

    #3 3 years ago
  4. TMRNetShark

    They made a trilogy for a reason… so that Mass Effect 3 will have very different endings, but it didn’t… at all.

    Heavy Rain had more endings even though the majority of the game was the same… it only relied on whether or not you did the quick time events in time.

    #4 3 years ago
  5. DSB

    @4 Personally I think Mass Effect has been shit since the sequel, but buying a game you don’t like, with a story that you don’t agree with doesn’t entitle you to anything.

    #5 3 years ago
  6. Hirmetrium

    You heard it from the ASA folks. Three different colours and changes that need a fucking frame analyser to find are considered “thematically quite different”.

    That said, they have a very well reasoned argument. I never say that they mislead people when confronting ME3′s ending – just that they didn’t do it justice.

    I’m one of the people who thinks that Desperate Housewives has a better ending than ME3. That’s pretty sad.

    #6 3 years ago
  7. YoungZer0

    @6: Desperate Housewives has an ending? I thought it’s one of those shows that never stop. I never watched the series, but last time i visited my sister there was another neighbor trying to hide another murder and no body seemed to stop and question themselves what the fuck is going here?

    #7 3 years ago
  8. Hirmetrium

    Exactly YoungZer0. But they managed to tie everything up pretty neatly, recap what happens to all the characters, and not have some ridiculous ending that required you to ignore everything else that had happened.

    #8 3 years ago
  9. TheBlackHole

    The ME universe will continue in inevitable sequels, even if this trilogy is over. you can’t have wildy diverse endings (ala KOTOR) because it would make no sense.

    #9 3 years ago
  10. mehdidante

    i’m so unpleased with the ending . u play a game , u make lots of decisions and at the end , they does’nt matter . u have 2 option which neither of them are good .

    #10 3 years ago
  11. Henry

    Did ASA reviewed these Bioware developers’ pre-launch quotes?

    “(The presence of the Rachni) has huge consequences in Mass Effect 3. Even just in the final battle with the Reapers.”

    “There are many different endings. We wouldn’t do it any other way. How could you go through all three campaigns playing as your Shepard and then be forced into a bespoke ending that everyone gets? But I can’t say any more than that?”

    “It’s not even in any way like the traditional game endings, where you can say how many endings there are or whether you got ending A, B, or C…..The endings have a lot more sophistication and variety in them.”

    “Of course you don’t have to play multiplayer, you can choose to play all the side-quests in single-player and do all that stuff you’ll still get all the same endings and same information, it’s just a totally different way of playing”

    #11 3 years ago

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