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UK health ad insults game developers

10.03.2009
In effort to promote a healthy lifestyle, the UK government has launched a series of ads as part of the campaign. However, the most recent print ad became the topic of much controversy among Britain's game developers. The ad depicts a tired young boy holding a PlayStation controller with text that reads: "Risk an early death, just do nothing."

Tiga, the trade organization representing European game developers, responded by saying that the advertisement unfairly targets the game industry with propaganda, and has filed a complaint with the Advertising Standards Authority. Tiga CEO Richard Wilson criticizes the campaign's approach by saying that the ad is offensive and misrepresents the "creative individuals who work to produce high quality games for people's entertainment".

Tiga's statement follows:

March 9th 2009

Tiga lodges complaint about Campaign4Life print advertisement

Tiga has submitted a formal complaint to the Advertising Standards Authority about the Campaign4Life print advertisement. The advertisement, which is supported by Cancer Research, the British Heart Foundation and Diabetes UK, depicts a young boy holding a PlayStation controller beneath the words "Risk an early death. Just do nothing."