The ASA: Concerns About TV Ads For Gory Console Games

It seems like, for now at least, the UK video games' industry can breathe a sigh of relief. A 2009 report conducted by British advertising regulator the Advertising Standards Authority, has cleared console game advertising aimed at children of being in breach of their rules.

Good news for a sector that has often been dogged with controversy about both the violence and sexual content of their games.

Inappropriate Imagery?

The ASA's wide-reaching report followed a recommendation by clinical psychologist Dr Tanya Byron in her 2008 study "Safer Children in a Digital World." In her review Dr Byron investigated whether violent and sexually aggressive imagery was being targeted at children - both in the games themselves and the way they were being marketed to kids.

For their report, the ASA looked at 241 different adverts for console games online, on posters, on TV and screened at the cinema. Investigators found that most of the adverts they looked at did not breach the ASA's codes, although viewers' complaints were upheld about three offending ads.

Putting Adverts In Context

As well as looking closely at the content of each advert, the ASA carefully looked at its context. This included taking into account the time an advert was shown and where it was appearing. The ASA found that in some cases the editorial featured in selected magazines and comics was far more violent and explicit than the games adverts themselves.

Age Ratings

In the UK video games, much like films, must receive an age classification rating. For instance, a rating of 12+ suggests that the game is suitable for early teens, while a certificate of 18+ suggests that the game is suitable for adults only.

The classifications are worked out by the British Board of Film Classification in tandem with a European organisation called Pegi. In their report the ASA stressed that the majority of adverts (not including those on radio) made a reference to who the game was suitable for.

Of course, indicators like these in adverts do not stop youngsters getting hold of games that are not appropriate for their age group. 'Adult' games can be swapped at school - or may even come direct from parents. One study, which was itself commissioned by the British games industry, discovered that many parents let kids play games designed for adults, even though they knew about the ratings system.

What The Report Means For Parents

Parents who grew up playing Super Mario (or even Space Invaders!) may well be shocked if they glimpse what kind of games are going into their children's consoles. The console games' industry knows that to create a buzz around a game they have to create controversy over a game's gore or adult content - that way they know older kids will be instantly attracted.

What parents can do is to talk to children about why the industry wants to create such a fuss and monitor what games children (and their friends) are playing. Meanwhile, parents who do see offensive console game adverts aimed at kids should get in touch with the ASA, and make sure that their next report on the industry isn't quite so glowing.