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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E. Zachary KnightSitcom recommendations for someone who like Parks and Rec but hates The Office: Go.09/15/2014 - 6:08pm
NeenekoEven if they do change their policy, they can only do it moving forward and I could see the mod/pack community simply branching.09/15/2014 - 12:50pm
Michael ChandraAs for take the money and run, the guy must have a networth of 8~9 digits already.09/15/2014 - 10:33am
Michael ChandraMe, I'm more betting on some form of mod API where servers must run donations/payments through them and they take a cut.09/15/2014 - 10:32am
Michael ChandraEspecially since they want it for promoting their phones. Killing user interest is the dumbest move to make.09/15/2014 - 10:32am
Michael ChandraGiven how the EULA actively allows for LPs, I'm not sure Microsoft is ready for the backlash of disallowing that.09/15/2014 - 10:31am
Matthew Wilsonthey wont do that, the backlash would be too big.09/15/2014 - 10:25am
ConsterSleaker: how is that a flipside? Sounds to me like that's basically what Notch himself said, except rudely.09/15/2014 - 10:18am
MaskedPixelanteOn the plus side, no more lazy Minecraft LPs, since iirc Microsoft has a strict "no monetization period" policy when it comes to their stuff.09/15/2014 - 10:13am
james_fudgeBut it continues to sell on every platform it is on, so there's that09/15/2014 - 10:09am
james_fudgeOh, well that's another matter :)09/15/2014 - 10:08am
E. Zachary KnightNothing against Notch here. I think it is great that he made something so cool. I just can't understand how it is worth $2.5 bil09/15/2014 - 9:59am
InfophileWhat a world we live in: Becoming a billionaire was the easy way out for Notch.09/15/2014 - 9:42am
james_fudgelots of hate for Notch here. I don't get it. Sorry he made a game everyone loved. What a monster he is!09/15/2014 - 9:37am
SleakerOn the flipside, Notch has been a horrible CEO for Mojang, and the company has grown on sheer inertia, DESPITE being mishandled over and over.09/15/2014 - 9:33am
SleakerI can understand Notch's statements he made to Kotaku about growing bigger than he intended, and getting hate for EULA changes he didn't enact.09/15/2014 - 9:32am
MaskedPixelantehttp://pastebin.com/n1qTeikM Notch's statement about the MS acquisition. He wanted out for a long time and this was the easiest way.09/15/2014 - 9:08am
ConsterEh, I can't blame him.09/15/2014 - 9:01am
IanCNotch has left Mojang. Classic take the money and run situation.09/15/2014 - 8:57am
MonteI'm sure MS will make all their money back when they release "Mincraft: Monetization Addition!"09/15/2014 - 8:45am
 

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