99% of game ads play by the rules (CVG 3/3/09)

The Advertising Standards Authority (ASA) has published the results of its Video Games Advertising Survey 2008, which found that over 99 percent of games are advertised and targeted appropriately and in line with their age restrictions.

In response to concerns raised by Dr Tanya Byron in her report 'Safer Children in a Digital World', the ASA assessed 241 game ads in all media between April-June 2008.

Having taken into consideration their scheduling, age-rating, context and content, the watchdog deemed that less than one percent failed to comply with advertising standards, with just one ad considered to breach the body's codes.

"Our survey is encouraging as it suggests that video games are being advertised responsibly and in line with the Codes," said the ASA's director general, Christopher Graham.

"The issue raised by Dr Byron of children's exposure to violent or inappropriate imagery in video games is an important one. The ASA will play its part in protecting children by ensuring video game ads continue to play by the rules."

During the survey period the ASA rejected complaints aimed at GTA IV and Battlefield: Bad Company ads, but it did ban a pair of TV commercials for Sega's Condemned 2: Bloodshot for containing scenes that it considered were offensive and distressing and condoned violence and cruelty.

a shame the cannot show the games as they really are