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EA Ad Banned for Misleading Visuals in UK

by Francesca DiMola - December 18, 2008, 8:44 pm PST
Discuss in talkback! Source: ASA

The Tiger Woods PGA Tour 09 ad showed gameplay using the Wii Remote, but featured visuals from the Xbox 360.

One of EA's commercials for Tiger Woods PGA Tour 09 has been reported to the ASA (Advertising Standards Authority) by consumers stating that the commercial is misleading.

The commercial, which aired in the UK last August, shows a person using the Wii remote to control the game, inferring the footage seen on the screen was that of the Wii version. However, the footage featured is from the Xbox 360 version, which generated complaints that EA was misleading consumers.

While EA confirms that the game footage shown was in fact that of the 360 version, they stated that it was necessary to use those graphics instead since the Wii graphics would not be of broadcast quality. EA also added they never intended the graphics to appear as though they were from the Wii due to their disclaimer that the game was "available on all platforms".

Although the ASA recognizes EA's intent behind the disclaimer, they ruled that since the actor in the commercial was using a remote, consumers would assume the graphics were representative of the Wii version. As such, the ASA has deemed the commercial as deceiving and restricted it from airing again in its current state.

EA has acknowledged the ruling and has agreed that it would make sure the play format and graphics were congruous in future advertisements.

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