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Sony in hot water over controversal advertisement

8 August 2007 8:04 by Dave "Davedough" Horvath | 22 comments

Someone in the marketing department over at Sony could possibly be searching for a new job as they have been reprimanded over and advertisement that ran in the UK shortly after the launch of the PS3. The UK's Advertising Standards Authority (ASA) ruled that the PS3's advert which was broadcast on the internet shortly after the European launch, "potentially glamorised violence and could lead to anti-social behaviour."

The ad itself featured a character named Kovac who was brandishing a weapon and beside him, the words "Kovac mercenary or misunderstood?". Additionally, the PS3 had a tagline that read "This is living". The ASA felt that this direct relation to the violent images displayed and Sony's tagline for the PS3 envoked a sense that brandishing a gun and being misunderstood is a celebrated way of life. The ASA received several complaints and began and investigation that led to the decision that Sony had broken advertising rules by relating responsibility and violence.

The ASA directed sony that all future adverts must feature an amendment to avoid similar incidents from happening. No word yet on what this amendment should contain. When asked, a Sony representative responded with, "We acknowledge the recent ASA ruling in relation to the PlayStation 3 brand advertisement and the recommendation contained within."

EDIT: The offending advert can be found here

Source:
IGN

Permalink to this article

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Discuss this article!
navi1199 (Junior Member) 8 August 2007 8:32
So exactly how many controversal add does this make 10 maybe 20? this isn't the first time.... [ + quote]
c1c (Member) 8 August 2007 9:26
where is the link to this ad? [ + quote]
vinny13 (Inactive) 8 August 2007 9:48
OMG! I'm scared for life! [ + quote]
tony2toes (Junior Member) 8 August 2007 10:35
Let me guess, they will fire the person responsible for the ad and then blame them for lagging sales in the uk [ + quote]
b18bek9 (Member) 8 August 2007 12:30
its a advertisement get over it i dont care if they run racist adds even about my own culutre if u dont like the product or company dont buy it get over yourself i swear ppl are so politicly corrrect now grow some balls and wash ur vag please.... [ + quote]
WierdName (Senior Member) 8 August 2007 13:45
*Originally posted by b18bek9:* its a advertisement get over it i dont care if they run racist adds even about my own culutre if u dont like the product or company dont buy it get over yourself i swear ppl are so politicly corrrect now grow some balls and wash ur vag please.... Er, ya, the whole politically correct thing has gone way to far but racism and other stuff like it doesn't need to be put out. As for calling someone "retarded" because they did something stupid however, doesn't merit a lawsuit. There is a fine line but it has been moved greatly from were it should be. [ + quote]
limelight (Member) 8 August 2007 14:26
Worst. Commercial. Ever. Seriously, that was a really dumb ad. [ + quote]
canuckerz (Senior Member) 8 August 2007 15:52
Probably under the recent victories section of Moms with too much time monthly. [ + quote]
venomX05 (Senior Member) 8 August 2007 17:20
Well god damn, how long is a commercial supposed to be...thought they were generally like 30 seconds...lol! [ + quote]
M4DHATT3R (Newbie) 8 August 2007 19:09
The first thing I thought of after watching the commercial was not the "messege of violence" but the length of the commercial. Over 2 Minutes!!! Now I will never complain again having to sit through a 30sec add after seeing what you Europeans have to put up with. [ + quote]
mspurloc (Member) 8 August 2007 20:29
Wait...are they implying that video games...are violent? Surely not. (Watched it. There's three minutes of my life I'll never get back. Utter EuroTrash bankrolled by Asia. Thanks for nothing, global economy!) [ + quote] This message has been edited since posting. Last time this message was edited on 8 August 2007 20:30
ZippyDSM (AfterDawn Addict) 8 August 2007 22:05
*Quote:* *Originally posted by b18bek9:* its a advertisement get over it i dont care if they run racist adds even about my own culutre if u dont like the product or company dont buy it get over yourself i swear ppl are so politicly corrrect now grow some balls and wash ur vag please.... Er, ya, the whole politically correct thing has gone way to far but racism and other stuff like it doesn't need to be put out. As for calling someone "retarded" because they did something stupid however, doesn't merit a lawsuit. There is a fine line but it has been moved greatly from were it should be. the only thing rasisct about the black/white add was that black groups couldn't get over not being treated better than a white girl...... "Oh nos a white chick is coddling sum black dude by the thought,is rassict ZOMG!!" oy PCness WTF >< [ + quote]
WierdName (Senior Member) 8 August 2007 22:35
*Originally posted by ZIppyDSM:* the only thing rasisct about the black/white add was that black groups couldn't get over not being treated better than a white girl...... "Oh nos a white chick is coddling sum black dude by the thought,is rassict ZOMG!!" oy PCness WTF >< I was referring to the other guys post about how he wouldn't care if it was racist. I was meaning that there should be a limit. The line is just not where it should be now. [ + quote]
ZippyDSM (AfterDawn Addict) 8 August 2007 22:56
*Quote:* *Originally posted by ZIppyDSM:* the only thing rasisct about the black/white add was that black groups couldn't get over not being treated better than a white girl...... "Oh nos a white chick is coddling sum black dude by the thought,is rassict ZOMG!!" oy PCness WTF >< I was referring to the other guys post about how he wouldn't care if it was racist. I was meaning that there should be a limit. The line is just not where it should be now. with PCness protecting whiny groups from reality the line keeps moving,where it stops no one knows 0-o [ + quote]
WierdName (Senior Member) 8 August 2007 23:10
*Originally posted by ZIppyDSM:* with PCness protecting whiny groups from reality the line keeps moving,where it stops no one knows 0-o Lol, now I get it. PC=politically correct... wow its late. The line does seem to keep moving day to day, hour to hour, minute to minute, comment to comment... You can't even call YOURSELF fat nowadays. [ + quote]
bomber991 (Junior Member) 9 August 2007 5:14
Like navi said "So exactly how many controversal add does this make 10 maybe 20? this isn't the first time...." and now me says "Wow, I'm starting to think that the UK is full of a bunch of freakin pussys." I mean for real, everytime I hear about controversial ads from sony, it's always in the UK. [ + quote]
ZippyDSM (AfterDawn Addict) 9 August 2007 9:58
*Quote:* *Originally posted by ZIppyDSM:* with PCness protecting whiny groups from reality the line keeps moving,where it stops no one knows 0-o Lol, now I get it. PC=politically correct... wow its late. The line does seem to keep moving day to day, hour to hour, minute to minute, comment to comment... You can't even call YOURSELF fat nowadays. Hell fat is being 5LB over weight 0-o [ + quote]
WierdName (Senior Member) 9 August 2007 14:08
*Originally posted by ZIppyDSM:* ...fat is being 5LB over weight 0-o 5?! Thats a giant nowadays. Fat starts around 0 and extreme "obesity" starts around 2 or 3. [ + quote]
plazma247 (Junior Member) 11 August 2007 4:47
http://uk.youtube.com/watch?v=wEXj0XZxox4 Complete Version : http://uk.youtube.com/watch?v=IAotog4m49g Link ;-) [ + quote] This message has been edited since posting. Last time this message was edited on 11 August 2007 4:55
Gehnma (Newbie) 11 August 2007 6:29
*Originally posted by canuckerz:* Probably under the recent victories section of Moms with too much time monthly. LOL, exactly [ + quote]
Gehnma (Newbie) 11 August 2007 6:34
The funny thing is, it won't even be offensive in 5-10 years... what makes peoples heads turn or makes them angry for that matter, changes as generations of people pass away. Every 10-20 years the line is elevated to whats accepted by people as a whole. [ + quote]
borhan9 (AfterDawn Addict) 17 August 2007 17:30
Look i am all for not advetising goory things but if it works why dont they just advertise it at a later time slot that the adult market is awake and no kids. [ + quote]