Government Responds To Change4Life Ad

09 Mar 2009 at 22:34:40 by

The government’s recent Change4Life campaign has come under heavy fire today after the publication of an advert that linked videogames to “early death”.

The print advert shows a child with a videogame controller in hand and above the warning: “RISK AN EARLY DEATH, JUST DO NOTHING”.

The advert is part of a wider government initiative to promote a healthier lifestyle and is supported by The British Heart Foundation, Diabetes UK and Cancer Research UK.

Not only has the advert incensed the industry, but Sony is also considering taking legal action against The Gate – the agency responsible for the ad, over the use of a PlayStation controller without its consultation.

Earlier today a Department of Health (DoH) spokesperson told IncGamers “Change4Life has a critical ambition,” in “creating a lifestyle revolution on a huge scale.”

“If we don’t take action now we will condemn our children to reduced life expectancy. That’s why Change4Life helps families to eat well, move more and live longer.”

Although it’s important to note the spokesperson was talking about the wider initiative as whole, no comment was made on the print ad at all.

A source inside the DoH told IncGamers that even some of the staff at the DoH were unhappy with the prints.

“It’s bad because it’s not what we’re trying to say and it’s been taken out of proportion,” said our source. 

“The ad, perceived as misleading, is supposed to highlight some of the issues we have as a country that’s obese.  I mean you get two year-olds that are obese.  Two year-olds.  Have you ever heard of an obese two-year old?”

If the government was trying to provoke a reaction, then it certainly succeeded.  More publishers are speaking out against the advert stating it’s irresponsible and the government is out of touch.

The Entertainment & Leisure Software Publishers Association (ELSPA), the only NGO with any clout with the government, has already highlighted its concern with the advert with the government.

But the DoH seem to be sticking to their guns on this one, adamant their intentions are good ones.

"Change4Life is not about telling families what to do. We are not saying that children shouldn’t play computer games or eat treats - everything in moderation. Parents and children need to be aware of the benefits of a balanced diet and an active lifestyle."

After all, they're not really saying that videogames will kill you, are they?

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