MCV understands that Sony Computer Entertainment Europe is considering legal action over the use of a PlayStation-like controller in the Government's controversial Change4Life print ad.
The ad – which depicts a young boy sitting on a sofa under the words, ‘Risk an early death. Just do nothing' – has already inspired a critical reaction from many other corners of the video games industry, including Sega, Atari, Future Publishing, TIGA, ELSPA and MCV.
A source close to Sony revealed to MCV that the agency behind the ad, The Gate, had not contacted the platform holder to ask about using a controller that bears a close likeness to PlayStation's pad.
The ad forms part of the Government's Change4Life Campaign, and was created by agency The Gate in conjunction with the British Heart Foundation, Cancer Research UK and Diabetes UK.
MCV has contacted The Gate for comment.