Almost all games are responsibly advertised, says ASA
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The British Advertising Standard Authority has said it believes 99 percent of all games in the UK are responsibly advertised.
The authority examined 241 ads examined last year to see whether or not they met guidelines.
"Our survey is encouraging as it suggests that videogames are being advertised responsibly and in line with the Codes," commented Christopher Graham, director general of the ASA.
The study was in response to Tanya Byron's UK government report on games ratings in 2008.
"The issue raised by Dr Byron of children’s exposure to violent or inappropriate imagery in videogames is an important one," said Graham. "The ASA will play its part in protecting children by ensuring video game ads continue to play by the rules."