EA Tiger Woods advert banned

The UK's Advertising Standards Authority received a complaint about a recent TV ad for EA's Tiger Woods PGA Tour 09, in which Tiger Woods is shown swinging a Wii controller as characters from game footage in the background mimic his actions, with footage in the background that did not appear,...

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The UK's Advertising Standards Authority received a complaint about a recent TV ad for EA's Tiger Woods PGA Tour 09, in which Tiger Woods is shown swinging a Wii controller as characters from game footage in the background mimic his actions, with footage in the background that did not appear, according to the complainant, to be from the Wii. To top it off, the only console logo featured in the advert was for the Wii--although the end of the advert was punctuated with a note saying that the game was available "on all platforms."

EA admitted in its response to the complaint that it had indeed used 360 footage for the ad, despite the use of the Wii Remote and Wii logo. The publisher's response was that it was preferable to use 360 footage, which was closer to broadcast definition, than to "up the resolution" of Wii footage. The publisher then asserted that despite the Wii branding for the ad, the note at the end should have been sufficient to avoid any confusion.

ASA upheld the complaint, saying that it "considered that viewers would infer from the ad that Tiger Woods was playing the game on a Wii console and the graphics shown behind him were representative of the actual game he was playing." The agency concluded that "Because viewers would not be able to achieve the graphical quality shown in the ad on a Wii console, we concluded that the ad was misleading." As a result of the ruling, the ad will no longer be shown in its current form.

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