Following the launch of a Government investigation into protecting children from violent video games and adult internet sites, the Advertising Standards Authority (ASA) has initiated its own report looking at violence in advertising, deemed as a preventative measure to avoid any state sanctioned bans or restrictions.

ASA chairman and former culture minister Chris Smith will launch the first-of-its-kind inquiry, which will evaluate the criteria by which the regulatory body judges advertising content and how better shield minors from offensive material, reported Marketing Week.  

A conference will be held in Nottingham on November 21st, and specific items to be discussed include the recent MFI ad which features a woman slapping her husband for leaving the toilet seat up and a Reebok one where rapper 50 Cent recounts how many times he has been shot.