UK Game Developers File Complaint Against “Early Death” Ad

The fallout over controversial ads linking video game playing with early death continues.

In the latest news, Tiga, the trade association which represents U.K. video game developers, has filed a complaint with Britain’s Advertising Standards Authority, reports develop.

At issue are print ads placed by the British government’s Change4Life campaign which show a young boy holding a game controller. The ad’s text reads, "Risk an early death, just do nothing."

Of the ads, Tiga CEO Richard Wilson said:

This advert is absurd and insulting in equal measure. To imply that playing a video game leads to a premature rendezvous with the Grim Reaper is a non-sequitur of colossal proportions. Alcohol and drug abuse, smoking, obesity and involvement in violent crime are forms of behaviour that risk an early death…

This advert is offensive to the 30,000 people who work in the UK’s video games industry, particularly the 10,000 who work in games development. Game developers are typically intelligent, very qualified and creative individuals who work to produce high quality games for people’s entertainment. They are not in the business of driving people to an early grave…

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