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.