A TV ad for a computer game featuring a naked woman pole dancing and two girls in school uniforms about to kiss in a nightclub has been banned from being aired before 11pm.
The animated TV ad, for the computer game Duke Nukem Forever, also features a full-frontal view of a thong-wearing woman with pixellated patches covering her breasts and bottom and action scenes including aircraft firing guns over a blazing city.
Two versions of the advert, developed by computer game company Take Two Interactive, had been given the green light for clearance to run after 7.30pm and 9.30pm.
Nevertheless, the Advertising Standards Authority (ASA) received 34 complaints from viewers, who all saw the ad after 9pm and said it was "offensive and irresponsible because it was sexist, violent, overly explicit and included imagery which was likely to harm children and vulnerable people".
Take Two Interactive said the game was a "cartoonish" take on the ultra-realistic first-person shooter games that dominate the market.
The company added that the sexual content was shown in an "exaggerated, non-realistic way" to send up the main character who was a "1980s, muscle-bound, ultra-macho figure of fun".
All the game footage used in the TV ad was classified as 18 by the British Board of Film Classification and was typical of the type of imagery common in "mass-market entertainment such as TV, film or music videos", according Take Two Interactive.
In regard to the scenes of violence, the ASA admitted the ad was not overly graphic for broadcast after 9pm. However, it said the scenes showing "women's naked bodies and their very sexual movements and gyrations were overly sexually explicit" for airing at 9pm.
The ASA said the images of the two girls about to kiss "appeared to link teenage girls with sexually provocative behaviour".
In addition, the strip club scenes were "overly explicit", according to the ASA, and the ad was irresponsible and should be broadcast only after 11pm.
by Mark Sweney taken from http://www.guardian.co.uk/media/2011/oct/19/asa-bans-computer-game-ad
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