Nintendo beats gun and knife ad rap

Nintendo has been cleared of creating an advert that glamorised violence, despite nine complaints to the Advertising Standards Authority (ASA) from television viewers.

The advert for Resident Evil IV showed gamers using the Nintendo Wii Remote controller as a gun and a knife.

Eight of the nine complainants believed the ad glamourised, encouraged and condoned gun and knife use, while two of the nine also found the portrayal of violence in the ad offensive and tasteless.

Countering the complaints, Nintendo said it took the issue of violence in video games very seriously and always ensured that its products were marketed appropriately and to a suitable audience.

"Nintendo explained that the Broadcast Advertising Clearance Centre (BACC) had recommended that the ad should be broadcast only after 9pm to keep it away from children," the ASA ruling stated.

"Nintendo said they had complied with that recommendation."

The games company also argued that the ad was carefully edited to mimic the suspense and action from the game without showing any of its more horrifying moments.

The ASA investigated the ad under CAP Broadcast TV Standards Codes for violence and cruelty and offence, but did not find it in breach.

See also:

Sky rapped over customer claims

New customers getting a better deal than existing subscribers, despite Sky advertising claims  24 Oct 2007

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ASA gets tough on charging  11 Oct 2007

ASA raps Orange over talk-time claims

Watchdog backs T-Mobile complaint  26 Sep 2007

Sky escapes Virgin Media ad comparison rap

ASA dismisses Virgin Media claims that details were misleading  19 Sep 2007

Wippit escapes ASA ad rap

No action against Daily Star offer of 'free albums' on Wippit  12 Sep 2007

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