ASA bans violent game ad

The Advertising Standards Authority (ASA) has banned an advert for a computer game because it was too violent for broadcast.

The TV advert for the 18-rated game “Stranglehold” shows a prolonged shoot-out between four men with a voiceover that says: “Honour is his code. Vengeance is his mission. Violence is his only option.”

The watchdog says that although the violence is computer-generated, it appears realistic. “We considered the ad was likely to be seen as encouraging and condoning violence,” the ASA adjudication reads.

“Because the issues raised by the ad could not be addressed with a timing restriction, we considered the only solution was to withdraw the ad from transmission completely.”

The makers of the ad, Picture Production Company, claim the footage has been edited so no character was shot, adding they believe it is clear to viewers that the footage is animated game play and not real-life violence.

The company also claims the violence is stylised, unrealistic and has a fantasy quality.

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