UK's ASA Rejects Complaints Against Mass Effect 3 Ending

June 14, 2012 -

UK advertising regulator the Advertising Standards Authority (ASA) has flatly rejected three complaints filed against Electronic Arts over the ending for Mass Effect 3. The complaints claimed that EA falsely advertised the extent of how much players could alter the ending to the game by their in-game actions.

The point of contention for those that filed the complaint was an EA ad that claimed that "the decisions you make completely shape your experience and outcome."

EA defended itself by saying that it did not consider the final cutscene in the game to be the sum of the game's "ending" and that the repercussions of the player's actions were actually played out in the last three to five hours of gameplay.

The ASA issued the following statement explaining its decision on the matter:

"We considered that the three choices at the end of the game were thematically quite different, and that the availability and effectiveness of those choices would be directly determined by a player's EMS score, which was calculated with reference to previous performance in the game(s).

We also acknowledged that there appeared to be a large number of minor variations in the end stages of ME3, and that those were directly impacted by choices made by players earlier in the game(s).

Whilst we acknowledged that the advertiser had placed particular emphasis on the role that player choices would play in determining the outcome of the game, we considered that most consumers would realise there would be a finite number of possible outcomes within the game and, because we considered that the advertiser had shown that players' previous choices and performance would impact on the ending of the game, we concluded that the ad was not misleading."

Source: MCV


Comments

Re: UK's ASA Rejects Complaints Against Mass Effect 3 Ending

"We considered that the three choices at the end of the game were thematically quite different, and that the availability and effectiveness of those choices would be directly determined by a player's EMS score, which was calculated with reference to previous performance in the game(s)."

Get a colour-blind person to watch it and tell me otherwise.

If someone watches this and tells me each ending is "thematically different" I'm going to call them a goddamn ignorant moron who obviously didn't actually watch every possible ending.

http://www.youtube.com/watch?v=rPelM2hwhJA

Re: UK's ASA Rejects Complaints Against Mass Effect 3 Ending

really?

I mean, ME3's ending was nothing to write home about, but to say you were defrauded is a bit of a stretch.

Re: UK's ASA Rejects Complaints Against Mass Effect 3 Ending

You are promised cause and effect, meaning the crap you do should have some real influence...

...but then you end up with 3 buttons to choose from each giving more or less the same ending?

 

I guess ASA took into account that anyone trusting anything EA has to say is actually to blame, since everyone should know by now that EA delivers nothing but lies and broken promises. That, along with a sizeable pile of money...

 

Re: UK's ASA Rejects Complaints Against Mass Effect 3 Ending

As much as I sympathise with complaints about being told they were getting something that in the end they did not get, I don't agree that those 'promises' amounted to a legal contract of any kind.  At worst, it's false advertising, not fraud.

 
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