MCV has submitted an official complaint to the Advertising Standards Authority over the Government's new Campaign4Life print advertisement.
The industry reacted furiously this morning to news of the ad, which has been created by the Department of Health in association with Cancer Research, The British Heart Foundation and Diabetes UK. ELSPA has also weighed in on the issue.
The ad depicts a young boy holding a PlayStation controller beneath the words ‘Risk an early death. Just do nothing.'
MCV complained on the grounds that the ad was ‘unrepresentative of the positive effect video games have on the UK's youth'.
We continued: ‘The advert implies to its audience (parents) that, by preventing their child from playing games, they will help ensure their future health. Not only is this strictly not true, but runs the genuine risk of hurting small businesses.'
MCV also submitted a full image of the ad.