Change4Life ad has some up in arms

The UK Government's Change4Life campaign has joined forces with the British Heart Foundation, Diabetes UK and Cancer Research, and is placing ads with TV and print media linking games with premature death.

The campaign's newest ad has appeared in woman's magazines Heat, Reveal and Star, and depicts a young gamer risking death by "doing nothing".

Change4Life TV ads started hitting the airwaves this year, and this new bit of print advertising has caused MCV to file a complaint with the ASA.

MCV says the ad's, "Unrepresentative of the positive effect video games have on the UK’s youth."

"The advert implies to its audience (parents) that, by preventing their child from playing games, they will help ensure their future health," said the British publication.

"Not only is this strictly not true, but runs the genuine risk of hurting small businesses."

Hit the links for more info and to take a gander at the offending ad.