ELSPA has praised its members after the Advertising Standards Authority found that 99 per cent of commercials created for video games were done so “responsibly”.

Following a report launched on the back of the Byron Review, UK regularity body the ASA assessed broadcast and non-broadcast ads for video games that appeared in all media between April and June 2008. The survey covered 130 games reelases and 241 individual ads.

In total the ASA found that just one ad was unacceptable – a TV spot for Sega’s Condemned 2. The overall compliance rate was 99 per cent.

Michael Rawlinson, MD of ELSPA, commented: “The games industry here takes its responsibilities very seriously in relation to the advertising of games, that’s why the PEGI system has its own advertising rules. I am sure this has significantly contributed to the excellent compliance that the ASA has found in relation to its own codes.”

The report concluded: “The compliance rate of over 99 per cent suggests that video games are being advertised responsibly and in line with the CAP and BCAP Codes and that advertisers are targeting their ads at the appropriate audience age groups.

"The high compliance rate suggests that, in most instances, advertisers are sensitive to which images from the games are suitable to be used in advertisements.”