British Game Adverts Ruled OK

The British Advertising Standards Authority (ASA) has found that game adverts in the UK are not in contravention of its fair promotion guidelines.

The investigation followed Dr Tanya Byron's ‬Safer‭ ‬Children in a Digital World report and monitored 241 game adverts that ran from Arpil to June last year, across a variety of media. Only one advert was found to be in breach of the ASA's guidelines.

According to Edge, the ASA also stated that the majority of adverts referred to their age classification and were appropriate to that rating.

Dr Byron's 2008 report called for an investigation into the exposure of children to mature imagery in game advertising.

"The issue raised by Dr Byron of children's exposure to violent or inappropriate imagery in‭ ‬video games is an important one," said the ASA's Christopther Graham.

"Our survey is encouraging as it suggests that video games are being advertised responsibly and in line with the codes."