The Government's Change4Life campaign upped the ante in drawing spurious links between games and premature death this week.
The British Heart Foundation, Diabetes UK and Cancer Research have all lent their name to a new print campaign (pictured here), which shows a gamer risking an early grave by ‘doing nothing'. It has appeared in women's lifestyle press titles such as Star, Reveal and Heat.
The move follows the broadcast of the Government's Change4Life TV ads, which link playing video games to obesity. The ads have aired since the start of the year.
Read MCV's own comment on the subject here.