An Xbox 360 ad banned in UK

An Xbox 360 ad banned in UK

The UK Advertising Standards Agency (ASA had an Xbox 360 advertisement banned for "glamorising street car racing".

The banned advert was not for a specific game, but rather featured 2 cars chasing through a busy town center, just to end by the pursuer congratulating the pursued driver and handing him a police badge and switch places with him.

Advertising agency McCann Erickson, which replied to the complaint on behalf of Microsoft, said care had been taken throughout the making of the film to avoid any possible misconception that Xbox was encouraging dangerous driving. And that's why they deliberately placed prominent onscreen text in the film, such as "Dramatisation. Professional stunt. Do not attempt" and ran the advertisement after 9 p.m.

The ASA said it had noted the on-screen text, but it considered that the text "reinforced the sense that the events were real, rather than fantasy, and were therefore capable of being copied". ASA also noted that the congratulations offered to the driver at the end of the race " gave the impression that reckless street car racing was exciting and fun".

The advertisement was ruled as breaching health and safety and driving standards rules, and would not be broadcasted again.