New advertisements on TV and in various publications have been placed by the British government-backed Change4Life campaign - alongside the British Heart Foundation, Diabetes and Cancer Research. The ads link videogame-prompted inactivity with poor health; and potential premature death.

The ads suggest that a lack of activity could harm people's health, and a younger game player is seen risking an early demise by playing games rather than engaging in healthier pursuits.

Magazine MCV have clearly been riled by the message in the ads, retorting that they are "unrepresentative of the positive effect video games have on the UK's youth."

The publication have raised a complaint with the Advertising Standards Authority, stating: "The advert implies to its audience (parents) that, by preventing their child from playing games, they will help ensure their future health.

"Not only is this strictly not true, but runs the genuine risk of hurting small businesses."

By Luke Guttridge

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