The UK government, in the form of the Department of Health has apparently told ELSPA's director general, Michael Rawlinson, that the Change4Life advert (pictured) and campaign that relates 'early death' to video gaming is not its problem.
The advert - which has been targeted at women via such outlets as Heat, Reveal and Star (says an MCV report) is sponsored by the British Heart Foundation, Diabetes UK and Cancer Research.
When Rawlinson spoke with Department of Health officials today, he was "informed that the ads are the responsibility of the NGOs listed. We are now taking the matter up with these organisations and informing them of the responsible position taken by the industry as demonstrated on our Ask About Games website."
MCV has now taken a complaint to the Advertising Standard Authority. SPOnG is joining the list of complainants. You could too if you visit the ASA.
The advert - which has been targeted at women via such outlets as Heat, Reveal and Star (says an MCV report) is sponsored by the British Heart Foundation, Diabetes UK and Cancer Research.
When Rawlinson spoke with Department of Health officials today, he was "informed that the ads are the responsibility of the NGOs listed. We are now taking the matter up with these organisations and informing them of the responsible position taken by the industry as demonstrated on our Ask About Games website."
MCV has now taken a complaint to the Advertising Standard Authority. SPOnG is joining the list of complainants. You could too if you visit the ASA.
Comments
Mousie 6 Mar 2009 15:37
1/10
Why would I complain about the ad? The (admittedly not fat) kid's sat there with a pad, the text explains that kids should be active to stop them getting chunky. Where's the issue?
Steviepunk 6 Mar 2009 16:05
2/10
Obviously because it makes an association between video games and kids being fat and lazy.
I do agree, I don't really see the problem with it either, the kid had to be doing something, so I'd guess it was either playing games or stuffing his face with fast food... and McDonalds probably have better lawyers than ELSPA
I do agree, I don't really see the problem with it either, the kid had to be doing something, so I'd guess it was either playing games or stuffing his face with fast food... and McDonalds probably have better lawyers than ELSPA
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TimSpong 6 Mar 2009 16:22
3/10
Steviepunk wrote:
and McDonalds probably have better lawyers than ELSPA
Aye... in the case of the UK industry, I think you're probably right on the button there.
Cheers
Tim
ed 6 Mar 2009 17:47
4/10
its offensive because its sugesting games are acctually responable for fat kids and ultimately heart disease which is false a bad diet causes fat kids exercise helps admitedly but the streets arnt as safe as they once were
LE SPA 7 Mar 2009 17:46
5/10
Tim Smith wrote:
Aye... in the case of the UK industry, I think you're probably right on the button there.
Why, exactly, do you think that?
Do you have an issue with ELSPA? I note that you refer to their representative simply as "Rawlinson" which is a little antaginistic.
Joji 7 Mar 2009 21:23
6/10
Amazing, isn't it.
Our government is content to accept all the income from the U.K games industry, with one hand, and yet disrespect it with the other. In these bleak economic times, you'd think they'd treat this whole thing with more kid gloves.
Apparently not, and out come the big boots.
More double standards prevail for the fools in power.
This ad could have been done better, as to give the impression that everything in life should have moderation, or even could have had this kid playing a Wii. Its clear they didn't do this because its another attempt to paint games as the great modern evil, and not even the popularity and activity provided by Wii games will get in their way.
You just can't win with these people, which is why the government plug their ears on it. Selective hearing, eh.
Our government is content to accept all the income from the U.K games industry, with one hand, and yet disrespect it with the other. In these bleak economic times, you'd think they'd treat this whole thing with more kid gloves.
Apparently not, and out come the big boots.
More double standards prevail for the fools in power.
This ad could have been done better, as to give the impression that everything in life should have moderation, or even could have had this kid playing a Wii. Its clear they didn't do this because its another attempt to paint games as the great modern evil, and not even the popularity and activity provided by Wii games will get in their way.
You just can't win with these people, which is why the government plug their ears on it. Selective hearing, eh.
soanso 8 Mar 2009 08:20
7/10
You know who is to blame for all these chunky kids?
It's not games.
It's fekkin Tescos that's who's to blame.
Them and their supermarket cartel buddies ramming their food full of sugar, salt and God knows what else.
So the kids have a calorie intake that you'd need to ride the Tour de France twice daily to burn off.
Also they want kids to be more active and yet have obliterated all the facilities for the to do it.
Down with this sort of thing I tell you.
It's not games.
It's fekkin Tescos that's who's to blame.
Them and their supermarket cartel buddies ramming their food full of sugar, salt and God knows what else.
So the kids have a calorie intake that you'd need to ride the Tour de France twice daily to burn off.
Also they want kids to be more active and yet have obliterated all the facilities for the to do it.
Down with this sort of thing I tell you.
Aunty Quango 8 Mar 2009 09:47
8/10
LE SPA wrote:
Tim Smith wrote:
Aye... in the case of the UK industry, I think you're probably right on the button there.
Why, exactly, do you think that?
Do you have an issue with ELSPA? I note that you refer to their representative simply as "Rawlinson" which is a little antaginistic.
That's your inference - I think it's better than refering to him as "mike", which is way too familiar.
Anyway I don't think tim was being anti Elspa; 1, it's a comment on these campaigners picking the softer target, and 2,- why would a Uk games site side with the games haters?
TimSpong 9 Mar 2009 09:53
9/10
LE SPA wrote:
Do you have an issue with ELSPA? I note that you refer to their representative simply as "Rawlinson" which is a little antaginistic.
No, I've got no issue with ELSPA at all. I've also got a great deal of time for Mike Rawlinson (I interviewed him over here).
In fact, I've amended the story with Mike's full name in the first paragraph... as it should have been in the first place.
In terms of why I think that ELSPA's lawyers are probably not in the same litigious league as McDonalds, the McLibel case is a case in point. As is its litigation against the Oxford English Dictionary to change the definition of McJob. ELSPA is here to represent the industry, but does generally does not do so via litigation. The ESA in the States appears to be in the same camp: lobbying rather than litigating. The issue, I think comes down to the fact that McDonalds is a single corporation whose lawyers are tasked with a single goal. ELSPA has many members, all of which contribute to its fighting fund; many of which don't have head offices based in the UK. Hence, much more complex to agree and then fund a legal battle.
Nothing against ELSPA there, or TIGA. In fact, I'm all for them. But hell, everybody needs the occasional critical eye turned on them.
Cheers
Tim
mrAnthony 10 Mar 2009 09:18
10/10
This ad IS offensive.
The kid has a PS3 pad in his hands. Everyone knows that PS3 users are all clean cut, GAP/Muji/Uni Qlo wearing, lifestyle addicts. Just look at how everyone looks in Home.
This ad would have been much more honest, and to the bone if he was holding a 360 pad. Now everyone knows people that play 360's, are beer swilling, fast food eating, philistines.
It's science.
The kid has a PS3 pad in his hands. Everyone knows that PS3 users are all clean cut, GAP/Muji/Uni Qlo wearing, lifestyle addicts. Just look at how everyone looks in Home.
This ad would have been much more honest, and to the bone if he was holding a 360 pad. Now everyone knows people that play 360's, are beer swilling, fast food eating, philistines.
It's science.