UK video games developer representative body, Tiga has struck out against the Change4Life advert that links gaming to an early death.
“This advert is absurd and insulting in equal measure", said Richard Wilson, CEO of the UK developers' organisation. "To imply that playing a video game leads to a premature rendezvous with the Grim Reaper is a non-sequitur of colossal proportions. Alcohol and drug abuse, smoking, obesity and involvement in violent crime are forms of behaviour that risk an early death.
“This advert is offensive to the 30,000 people who work in the UK’s video games industry, particularly the 10,000 who work in games development. Game developers are typically intelligent, very qualified and creative individuals who work to produce high quality games for people’s entertainment. They are not in the business of driving people to an early grave."
The government, meanwhile has defended the ad, telling MCV, "We are not saying that children shouldn't play computer games".
A Department of Health statement to the publication reads, "The campaign takes a direct approach, setting out the issue in succinctly and in straightforward language. An unhealthy lifestyle, including poor diet or being inactive, can lead to health problems in later life.
"If current trends continue, nine in ten people will be overweight or obese by 2050. This can increase your risk of heart disease, Type 2 diabetes and certain cancers.
"We are not saying that children shouldn't play computer games or eat treats, but parents and children need to be aware of the benefits of a balanced diet and an active lifestyle. The activities portrayed are examples of poor diet and lack of physical activity."
It's strange that the government feels it's appropriate to comment at all, however, given that it told ELSPA that the ads were the responsibility of the NGOs (such as the British Heart Foundation, Diabetes UK and Cancer Research) listed on the poster.
If you find the advert troubling, you can join MCV, SPOnG, Atari and SEGA in registering your disapproval by contacting the ASA here.
“This advert is absurd and insulting in equal measure", said Richard Wilson, CEO of the UK developers' organisation. "To imply that playing a video game leads to a premature rendezvous with the Grim Reaper is a non-sequitur of colossal proportions. Alcohol and drug abuse, smoking, obesity and involvement in violent crime are forms of behaviour that risk an early death.
“This advert is offensive to the 30,000 people who work in the UK’s video games industry, particularly the 10,000 who work in games development. Game developers are typically intelligent, very qualified and creative individuals who work to produce high quality games for people’s entertainment. They are not in the business of driving people to an early grave."
The government, meanwhile has defended the ad, telling MCV, "We are not saying that children shouldn't play computer games".
A Department of Health statement to the publication reads, "The campaign takes a direct approach, setting out the issue in succinctly and in straightforward language. An unhealthy lifestyle, including poor diet or being inactive, can lead to health problems in later life.
"If current trends continue, nine in ten people will be overweight or obese by 2050. This can increase your risk of heart disease, Type 2 diabetes and certain cancers.
"We are not saying that children shouldn't play computer games or eat treats, but parents and children need to be aware of the benefits of a balanced diet and an active lifestyle. The activities portrayed are examples of poor diet and lack of physical activity."
It's strange that the government feels it's appropriate to comment at all, however, given that it told ELSPA that the ads were the responsibility of the NGOs (such as the British Heart Foundation, Diabetes UK and Cancer Research) listed on the poster.
If you find the advert troubling, you can join MCV, SPOnG, Atari and SEGA in registering your disapproval by contacting the ASA here.
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Comments
Joji 9 Mar 2009 15:01
1/3
Let them burn. The government don't deserve any industry money if they are gonna twist the knife like this.
Alvis 9 Mar 2009 16:20
2/3
tru dat
Dangerous Man 10 Mar 2009 09:31
3/3
Of course you never see adverts telling you stop watching Eastenders because it will send you to an early grave .... although I guess everyone knows that by now.