EA backs MCVs ASA complaint

Electronic Arts has backed MCV’s complaint to the Advertising Stands Authority over the Government’s controversial print ad for its Change4Life campaign.

Since MCV announced last week that it had filed an official complaint with the ASA regarding the Government’s Change4Life campaign, Codemasters, Konami, Future, Tiga, Atari and Sega have all spoken out against the ad.

Electronic Arts UK boss Keith Ramsdale today added:

The use of negative stereotypes to address such a complex issue is ill-informed. I expect games players of all ages will take offence to it.

It shows a lack of understanding of how people choose their entertainment today and how games are now played – such as games for the Wii which positively encourage energetic gaming.

Whilst we support the overall objectives of Change4Life and the importance of an active lifestyle, we will back MCV’s complaint to the ASA. Gamers who feel aggrieved by the ad should do the same.”

MCV this morning revealed that no video games companies had been involved with Business4Life – a group of corporate entities which have pledged a 200 million in-kind contribution to support Change4Life through marketing, branding and advertising activity.

Meanwhile, Ubisoft has also condemned the ad. UK MD Rob Cooper told MCV:

It’s disappointing for Ubisoft as a company to see a responsible body attacking video games in this sensational way, when scientific study has shown that video games can also be a positive influence in the lives of young people. Video games have been shown to help in improving school grades, to help in improving social competencies, self confidence and even recently physical health with the advent of coaching and wellness games. It’s in everyone’s best interest – the industry, the government and the consumer – to keep a balanced view on the subject.”

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