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.”

Posted in

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 :)

 
Forgot your password?
Username :
Password :

Poll

Will Target Australia sell the next GTA game upon its release?:

Shout box

You're not permitted to post shouts.
Big PermI got to around 30 in tera before giving up. I liked my sorc, but I need better motivation to grind07/31/2015 - 9:14pm
Andrew EisenAh TERA. I made a video about TERA censorship. One of my more popular ones. https://www.youtube.com/watch?v=AO26h9etTbw07/31/2015 - 8:52pm
Goth_SkunkI've been playing TERA all day. Just took a break to barbecue some chicken. :3 And Andrew: I'm using Cabal to suggest a group of people secretly united in some private views or interests within a community.07/31/2015 - 8:50pm
Andrew EisenI'd love to but I'm at work. But once I get home... I'm going to work out for a while. But after THAT... I'm going to shower. Then eat. Then prep tomorrow's meals. And THEN play video games! YEAH!!!07/31/2015 - 8:38pm
Big Permlol, ya'll are still going back and forth? Take a break and play some video games07/31/2015 - 8:37pm
Andrew EisenGoth - Are you using "cabal" to describe a group of writers or to suggest they all worked together in secret to publish those articles?07/31/2015 - 8:30pm
Andrew EisenMatt - That doesn't disprove the general premise of the various articles as that's not what they're about. Unless, again, he's talking about a different batch of articles.07/31/2015 - 8:28pm
Goth_SkunkThe difference between one voice being offensive and a cabal being offensive.07/31/2015 - 8:22pm
MechaCrashFunny how "you're offended, so what" flips into "we're offended, retract everything and apologize."07/31/2015 - 8:18pm
MattsworknameIts not the only argument he points out ,its just one of them07/31/2015 - 8:06pm
Mattsworknameidea that Gamers as the articel puts it, the "White male sterotype are dead, essentially was compltely false07/31/2015 - 8:03pm
MattsworknameThe video actually shows that the shaw study actually disproves the Premise of the artices by showing that the "Gamer" dentity, has no actual meaning to thsoe who use it other then "I play games", its not connected to race, gender, or orientation. So the07/31/2015 - 8:01pm
Andrew EisenWith the exception of a brief mention in Golding's Tumbr post. Even so, he's talking about gamer identity, not desire for diversity in gaming.07/31/2015 - 7:50pm
Andrew EisenI'm not calling his examination of the Shaw study into question. I haven't read the study nor seen his video. All I'm saying is that it has nothing to do with the Gamers Are Dead articles I've been referencing for the last year.07/31/2015 - 7:49pm
MattsworknameSome times sargon just goes off on tangents but in this case he was pretty direct and went through teh research in detail, did the whole first video about the shaw study itself07/31/2015 - 7:45pm
Andrew EisenWell, unless it's disingenuous twaddle but I like to give people the benefit of the doubt.07/31/2015 - 7:42pm
Andrew EisenGotta be. The argument you describe makes no sense otherwise.07/31/2015 - 7:40pm
MattsworknameThat is a possibility, they looked like offical articles but its possible they are different from the articles you mentoin07/31/2015 - 7:28pm
Andrew EisenNot unless he's referring to a completely different set of Gamers Are Dead articles.07/31/2015 - 7:19pm
MattsworknameIT is possibel the articles aren't readily visable or no longer show up on the sites diretly, as over time they might have been shuffled around to get them outta teh spot lights07/31/2015 - 7:18pm
 

Be Heard - Contact Your Politician