UK Advertising Codes Updated, Games Addressed

March 17, 2010 -

The UK’s Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched a series of new advertising codes.

The updates go into effect on September 1, 2010 and include new mandates related to videogame advertising. Radio ads for games that have an 18+ rating are listed under the “Special Category,” meaning that they must be centrally cleared by the Radio Advertising Clearance Centre (RAAC). Other entries in this category include ads for alcohol, slimming products, gambling products and services, religious organizations, adult shops and charities.

Radio ads for 18+ rated games are also required by BCAP (PDF) to obtain “central copy clearance,” joining ads for adult shops, stripograms, escort agencies and R18+ rated videos.

18+, 16+ or 15+ rated games may not be advertised, either on television or the radio, “in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to persons below the age of 16.”

CAP codes (PDF) cover non-broadcast type advertising such as online ads, ads contained on DVDs or other film mediums and in-game advertisements, though no specific directives were offered for the latter category.

One of the main goals of the new codes was to govern the increased usage of claims that products are environmentally friendly. Such claims must now be based on the full life cycle of a product or service, unless the ad states otherwise. Advertisers were directed that they “must not mislead consumers about the environmental benefit that a product or service offers.”

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Comments

Re: UK Advertising Codes Updated, Games Addressed

"Other entries in this category include ads for alcohol, slimming products, gambling products and services, religious organizations, adult shops and charities."

I gotta admit. I lolled a bit at that.

-Optimum est pati quod emendare non possis-It is best to endure what you cannot change-

-Optimum est pati quod emendare non possis-It is best to endure what you cannot change-

Re: UK Advertising Codes Updated, Games Addressed

I'm fine with the Radio announcement thing, if it applies to Movies, then it should apply to games, I'm more concerned about the first one, however, if the 'special category' doesn't include 18+ movies, there's a little bit of concern there, though it's interesting that charities are also in that list, so the list isn't neccesarily about stuff that is 'bad', in fact, I'm not quite sure what the purpose of that list is.

Re: UK Advertising Codes Updated, Games Addressed

they fall under sex stuff now? not all r18 games infact most wont contain any kind of sex

Re: UK Advertising Codes Updated, Games Addressed

Stripogram? What the hell is a Stripogram? I really, really hope it's what I imiagine it being.. Either way, Stripograms sound awesome. :P

Re: UK Advertising Codes Updated, Games Addressed

Basically, a stripper who travels to you instead of you going to a strip-club or the like, very popular as surprises to the main guest at certain kinds of parties, 21st's, Graduations, Stag-nights etc :)

 
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MaskedPixelantehttp://m.tickld.com/x/something-you-never-realized-about-guardians-of-the-galaxy Right in the feels.08/29/2014 - 6:56pm
AvalongodAgain I think we're conflating the issue of whether Sarkeesian's claims are beyond critique (no they're not) and whether its ever appropriate to use sexist language, let alone physical threats on a woman to intimidate her (no it isn't)08/29/2014 - 5:04pm
prh99Trolling her or trying to assail her integrity just draws more attention (Streisand effect?). Which is really not what the trolls want, so the only way to win (if there is a win to be had) is not to play/troll.08/29/2014 - 5:02pm
prh99Who cares, just don't watch the damn videos if you don't like her. Personally, I don't care as far as she is concerned as long there are interesting games to be played.08/29/2014 - 4:34pm
Andrew EisenZip - And yet, you can't cite a single, solitary example. (And no one said you hated anyone. Along those lines, no one claimed Sarkeesian was perfect either.)08/29/2014 - 3:51pm
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james_fudgeWe appreciate your support :)08/29/2014 - 2:55pm
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E. Zachary KnightZippy, So you can't find even one?08/29/2014 - 1:04pm
ZippyDSMleeAndrew Eisen:Right because shes prefect and never exaggerates... *rolls eyes*08/29/2014 - 12:53pm
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Sleaker@AE - aren't most people fundamentally misunderstanding her at this point? haha.. On a related note I think a lot of the backlash is coming from males that think she is telling them their 'Generic Male Fantasy' is bad and wrong.08/29/2014 - 12:33pm
Andrew EisenAnd no, I don't think the female community would be upset over the performance of a case study in and of itself. Possibly the mostivations behind such a study, the methodology or conclusions but not the mere idea of a case study.08/29/2014 - 12:29pm
Andrew EisenAmusingly, these videos aren't saying you can't/shouldn't use tropes or that sexual representations are inherently problematic so those are very silly things to have a problem with and indicate a fundamental misunderstanding of the series.08/29/2014 - 12:29pm
SleakerDo you think the female community would get extremely angry over a male doing a case study on the negative impact of sex-novels and their unrealistic depiction of males and how widespread they are in american culture?08/29/2014 - 12:25pm
 

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