UK Bans Call of Duty 2 Ads
Ban Placed on Ads of Three Month Old Game
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The UK Advertising Standards Authority has declared that current Activision ads depicting Call of Duty 2 and its console brethren Call of Duty 2: Big Red One must not be in the UK again. The decision comes after three TV viewers complained that the ads were misleading, showing only pre-rendered footage rather than in-game footage.
GamesIndustry reports that Activision has not denied the allegations, the third party publisher simply stated that such ads are "common practice" in the industry. Upon investigation the ASA managed to reveal that the pre-rendered footage was made specifically for advertisements which therefore immediately made the ads unacceptable for broadcast."
"The ASA noted that the ads did not include any indication that the images shown did not reflect the quality of graphics of the games. While the scenes used communicated the themes of the game, they were not accurate representations of the graphics in the games themselves. We considered that this was misleading."
Such a decision will surely have a profound effect on future advertising. Finally along with 'professional driver on closed course' and 'dramatization' we can have 'not in-game footage.'
Source: GamesIndustry Article
GamesIndustry reports that Activision has not denied the allegations, the third party publisher simply stated that such ads are "common practice" in the industry. Upon investigation the ASA managed to reveal that the pre-rendered footage was made specifically for advertisements which therefore immediately made the ads unacceptable for broadcast."
"The ASA noted that the ads did not include any indication that the images shown did not reflect the quality of graphics of the games. While the scenes used communicated the themes of the game, they were not accurate representations of the graphics in the games themselves. We considered that this was misleading."
Such a decision will surely have a profound effect on future advertising. Finally along with 'professional driver on closed course' and 'dramatization' we can have 'not in-game footage.'
Source: GamesIndustry Article