In UK, Bully: Scholarship Edition TV Ad Escapes Censure

July 9, 2008 -

As reported by vnunet, the UK's Advertising Standards Authority (ASA) has declined to take action against a commercial for Rockstar's Bully: Scholarship Edition.

The ASA received 31 complaints about the ad:

The game's main character is seen in the ad destroying property, firing a catapult and shielding himself from a burning substance in a science classroom. Two other characters are shown lifting another student by his underpants...

 

Several viewers, some of whom had experienced bullying, described it as 'offensive and distasteful'.

 

Others said that it 'glorified, trivialised and encouraged bullying and violence', and that it was scheduled inappropriately because it could be seen by children.

Take Two argued that the ad was comedic in nature and that sensationalized media coverage of Bully: Scholarship Edition probably led to some of the complaints. 


Comments

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

35 complaints? big deal, even this mention of the ad alone has 19 comments - and the entire united states only brought up 35 complaints?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

31 complaints to the ASA isn't that much. Ads get hundreds of complaints from people all the time, but the ASA are usually pretty good about upholding or dismissing them. I'm pretty sure there's people around who just spend their time complaining to the ASA about adverts they don't like ^^

 

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Wait...this looks just like the commercial I could've swore I have seen in the past couple weeks on our US television airwaves...

...does that mean....?....*gasp*....

...ah nevermind, too tired, I'll leave you to fill in the gaps. Ciao

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I was in a car accident several years ago, and I always flinch and get dizzy every time I see a car accident occur in a movie, or on T.V.. I'm pretty sure I've yet to stand up and complain on how fictional car accidents make me feel uncomfortable.

Put short- grow some balls- THIS was the reason you were probably picked on.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

how emotionally damaged are you when a cartoon of somebody giving you a wedgie causes you to write a letter to station?

 

 

perhaps these people should find some kind of artificial womb  to cower inside for the rest of their lives.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

"shielding himself from a burning substance in a science classroom."

 

....Wait.  So does this mean that the UK is against chemistry?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I am a little confused by this story and the YouTube link.

I thought that technically, there was no such game as "Bully" released in the U.K. I thought the game in question was re-titled to the fictional school's motto (something like"Canus Canem Edit" -- "dog eat dog" in  Latin maybe?), because back before the PS2 edition even launched there was already enough concern about hypersensitive, whiny Brits who would claim offense at even having to read the word "Bully." Or something like that.

In any case, I think the YouTube link is  a North American ad, with the ESRB rating and all -- I can't believe it's exactly the same one this story is about.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I think I speak for everyone here when I say that if you got a wedgie in your life and were then disturbed when you saw one reinacted in a videogame to the point where you came out and made a public comment about it being "offensive and distastefull"...that you deserved it, and should probably get another wedgie in the near future, for good measure.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Well said. I agree.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

31 complaints? People have too much time on their hands.

You know, I was bullied somewhat viciously throughout elementary and junior high school (moreso the former) and this is one of my favorite games ever. Because I can recognize the wit and satire, not to mention the gameplay is engrossing and fun.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

It's just plain stupid, seeing as how one of the things you must do in the game is fight bullies.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

 Hmm, hasn't any of the complainers read the Beano before? Much worse things happen to the Bash Street Kids or Dennis the Menace.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

So... My question is "How can something glorify and trivialize something at the same time?" I mean, honestly, aren't the two kinda mutually exclusive?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

...shielding himself from a burning substance in a science classroom.

apparently the UK has a screwy view about safety.

岩「…Ace beats Jack」

岩「…I can see why Hasselbeck's worried about fake guns killing fake people. afterall, she's a fake journalist on a fake news channel」

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

That was my thought as well. I certainly wouldn't put my face over a tank of water whilst dropping sodium into it during Chemistry, for example.

Damn strange thing to find offense at...

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Oh lord, people are /still/ complaning about Bully?  Argh, well, good for the ASA for not taking any action.  Ugh, I swear though, people are stupid.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Wait, so this stuff is bad, but the horror movies can show much worse in their ads at all times of the day? What a double standard.

I was often the victim of bullies when I was growing up, up until the time I fought back, then it was much better. Parents and teachers need to learn that walking the kid from class to class doesn't fix things, it makes things worse. They can't do anything to stop bullying, the only person that can is the person being bullied, usually by making it clear that either it is not worth bullying them, or by making it no longer "cool" to bully them. Parents and teachers really can't do anything for that.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

 > Wait, so this stuff is bad, but the horror movies can show much worse in their ads at all times of the day?

HUh? Last I checked horror movies are shown after the watershed (9pm).  

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Does a crate count as property?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

So basically, people are still whining about Bully?

-Gray17

 
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IronPatriotI googled appeal esrb.org and it is the first and third hits. Second is esrb talking about appeals for web publishers. Gamefaqs is fourth.05/29/2015 - 4:01am
IronPatriotZachary said he did not find any information about a formal appeals process. I did a simple search and found two places on the esrb site with the info. Just sayin.05/29/2015 - 3:57am
IronPatriotOn Google I get "1 Written Testimony of Patricia E. Vance President ... - ESRB" http://www.esrb.org/about/news/downloads/pvtestimony_6_14_06.pdf05/29/2015 - 3:55am
Andrew EisenNow, that post on GameFAQs was made four years ago. It appears the ESRB has since moved the appeals process stuff behind the publisher login on its website.05/29/2015 - 3:32am
Andrew EisenOh, third link on the Google search. Okay. That leads to a GameFAQs message board which quotes a section of the ESRB website that includes a description of the appeals process. But when you follow the link, that quote doesn't exist.05/29/2015 - 3:30am
Andrew EisenThird link down from what? Look, I'm not arguing the existance of an appeals process. There obviously is one. I was merely noting that it's odd that it isn't described on the website's ratings process section but it is on the mobile site.05/29/2015 - 3:25am
IronPatriotOK, so use the third link down, which describes the appeals process and is not on the mobile site"Publishers also have the ability to appeal an ESRB rating assignment to an Appeals Board, which is made up of publishers, retailers and other professionals."05/29/2015 - 2:47am
Andrew EisenRight, which links to the ESRB's mobile site. On the website (again, unless I'm overlooking it) the appeals process is locked behind the publisher login.05/29/2015 - 2:37am
IronPatriotHuh? Google "appeals esrb". It is the first link. Click it. No login requested.05/29/2015 - 2:31am
Andrew EisenInteresting. It's on the mobile site but unless I'm overlooking it, I don't see it under the Ratings Process on the web site. It is under the publishers section but you can't access it without a login.05/29/2015 - 2:13am
IronPatriot"Publishers also have the ability to appeal an ESRB rating assignment to an Appeals Board made up of publishers, retailers and other professionals. " Esrb05/29/2015 - 2:01am
IronPatriotZachary, did you look on the esrb site? The esrb appeals process pops up when you search "esrb appeals" http://m.esrb.org/faq_09.php05/29/2015 - 2:00am
Andrew EisenThe humor reminds me a lot of Axe Cop.05/29/2015 - 1:37am
WymorenceOh sweet god, Kung Fury is freaking awesome...05/28/2015 - 10:03pm
E. Zachary KnightWonder, I know you can revise content and resubmit it, but I can't findany information about a formal appeals process.05/28/2015 - 7:27pm
Wonderkarpever wonder if there's an appeals process for AO?05/28/2015 - 6:55pm
Matthew WilsonDanny and Andy play the first couple of levels of the upcoming Hatred http://www.gamespot.com/videos/hatred-gamespot-plays/2300-6425016/ imho it does not look like it should be AO.05/28/2015 - 5:57pm
Andrew EisenHey, remember Kung Fury? That short film that was funded via Kickstarter a few years ago? You can watch it now. I suggest you do. It's fun! https://www.youtube.com/watch?v=bS5P_LAqiVg05/28/2015 - 5:14pm
Goth_SkunkOriginally, yes. Some content was cut out in order to reduce its ratign from AO down to M, but PC users could work around that an unlock the full content by means of a patch. Which is what I did. :D05/28/2015 - 3:56pm
Andrew EisenKarp - Yes, for strong sexual content. Although the recent remaster contains all that content and was rated M.05/28/2015 - 3:54pm
 

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