Mario & Sonic publisher left ‘very disappointed' by Government campaign
Sega has become the first major publisher to publicly criticise the Government’s new Change4Life print ad.
The offending campaign – which shows a young gamer holding a PlayStation controller under the words ‘Risk an early death, just do nothing’ – appeared in the national press this weekend.
It was first printed in the women’s lifestyle press last week.
Sega Europe president and COO Mike Hayes told MCV this morning:
“Naturally we were very disappointed with the inference created within the Change4Life press advertisement. It remains a deep frustration that video gaming is selected to present a negative image of the UK’s children, youth, consumer at large and the industry.
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“Television, radio, cinema, listening to music, computing, video gaming and of course, reading all require a high element of passive participation, but of all these media types it is video gaming that provides the most potential interaction and activity. It seems that an advertisement has been put together by a poorly informed advertising agency.”
MCV has complained to the Advertising Standards Authority over the ad, on behalf of the industry. ELSPA has also criticised the promotion.
Comments
Sega vs Change4life
I've been playing video games as a hobby since I was knee high too a grasshopper and I'm fit as a fiddle.
Well done Sega for taking a stand against this nonsense. It seems everyone is out to get the video game industry. Video Games don't make your children unhealthy and they don't make people violent any more then TV, movies or any other form of entertainment...
People need to stop looking for something to blame their bad parenting on.
Re: Sega vs Change4life
I totally agree, it's just ridiculous to blame the video game industry for bad health, I'm 25, and fit, I've been playing video games since I was 7 (presently a hardcore gamer), but am still able to fit in a healthy lifestyle.
Fair on you Sega to take this stand against Change4life.
Re: Re: Sega vs Change4life
I couldn't agree more, i've been waiting for someone to say this for years. I would have found it even more amusing if a Wii advert was used in its place.
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