ASA Adjudication on Nintendo UK Entertainment Ltd

Ad

A TV ad, for the Nintendo Wii version of the computer game ‘Resident Evil 4’, opened with a scene from the game and on-screen text that stated "The nightmare is coming …". Further images showed a character from the game wielding a gun and shooting others; on-screen text continued "Your Wii remote is your gun". On-screen text then stated "Your Wii remote is your knife" and a character was seen brandishing a knife. The text "CUT" appeared as graphics transformed the knife into a Wii controller to instruct players how to interact with the game. The ad concluded with a voice-over that stated "Resident Evil 4 Wii edition. The nightmare just got real".

Issue

The ASA received nine complaints:

1. eight of the nine viewers believed the ad glamorised, encouraged and condoned gun and knife use; and

2. two of the nine viewers found the portrayal of violence in the ad offensive and tasteless.

BCAP TV Code

Response

Nintendo said they took the issue of violence in video games very seriously and always ensured that their products were marketed appropriately and to a suitable audience. They explained that the Broadcast Advertising Clearance Centre (BACC) had recommended that the ad should be broadcast only after 9 pm to keep it away from children. Nintendo said they had complied with that recommendation.

Nintendo pointed out that the ad clearly stated that the game had been given a 15 certificate by the British Board of Film Classifications (BBFC). They explained that it was set in a fantasy environment; the storyline involved villagers being possessed by parasites, which turned them into monsters. They argued that the ad was carefully edited to mimic the suspense and action from the game without showing any of its more horrifying moments.

The BACC explained that the ad had been given a post 9 pm restriction because of the violent nature of the game. They believed the ads footage, although violent, was not glamorous and argued that the ad was typical for a computer game of this nature. They pointed out that the weapons in the ad were being used against zombies, rather than in a real-life context, but believed a scheduling restriction to direct the ad away from children's programming was appropriate in view of its violent nature. They said late night scheduling was commonplace for ads for violent computer games and horror films. They appreciated that the product would not appeal to all viewers but said, by allowing it to be broadcast only on late-night TV, they had taken steps to try to target it appropriately.

Assessment

1. Not upheld

The ASA noted the complainants' concern that the ad glamorised gun and knife use and could encourage or condone acts of violence. While we did not dismiss that concern lightly, we considered that it was clear from the game extracts in the ad that the weaponry was being demonstrated only in the context of a fantasy scenario; we considered that viewers of the ad would recognise that to be the case. In addition, we acknowledged the scheduling restriction applied to the ad by the BACC on account of its depiction of violence. We understood that a post 9 pm restriction was a recognised benchmark, after which time viewers realised that they could expect to see more adult material in ads and programmes that might be unsuitable for children.

While we appreciated that an entertainment product such as the Resident Evil 4 game would not appeal to all, we considered that the ad, by showing extracts from the game and a demonstration of how a player could interact with it, was unlikely to be seen as glamorising weapon use. We concluded that the ad was unlikely to encourage or condone violence.

On this point, we investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 6.2 (Violence and cruelty) but did not find it in breach.

2. Not upheld

We noted the ad featured extracts from the game Resident Evil 4, which was not to everyone's taste. We also understood some viewers' concern that, in light of recent high-profile gun and knife crime in the UK, it was tasteless to show ads for a game where weapon use was paramount. We considered, however, that the brief extracts from the game shown in the ad were not graphic and contained no blood or violence that could be misconstrued as being realistic.

While we understood that the depiction of violence was unacceptable for some, we considered that in the context of an ad broadcast after 9 pm for a computer game, which had a storyline that involved killing monsters, the ad was unlikely to cause serious or widespread offence.

On this point, we investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 6.1 (Offence) but did not find it in breach.

Action

No action required.

Adjudication of the ASA Council (Broadcast)