PS3 Ad Rapped for ‘Glam’ Violence

AN advert for a PlayStation 3 game risked glamorising violence, watchdogs ruled.

The Advertising Standards Authority slammed an internet ad showing a character called Kovac and the words: "Kovac – mercenary or misunderstood?"

He brandished a knife with a caption which said, "This is living".

A gun was also featured in the ad. After investigating complaints, the ASA said the Kovac online advert breached rules relating to responsibility and violence.

The watchdogs criticised the "underlying tone of violence in the ad" which could be seen to condone or glamorise violence or anti- social behaviour.

It asked Sony – the firm behind the PlayStation console brand – to amend the content of future ads.

A Sony Computer Entertainment spokesman said: "We acknowledge the ASA ruling in relation to the PlayStation 3 brand advertisement and the recommendation."

The offending ad was shown on Yahoo! and BT internet mail.

Yahoo! had asked Sony for a toned-down version of the advert because of their concerns about the inclusion of weapons.

But bosses also pointed out the Yahoo! ad targeted users aged over 18 who had given their dates of birth when registering accounts.

The ASA rejected complaints about other PlayStation 3 adverts on TV, online and in the press.

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