The UK’s Advertising Standards Authority, which mandates products to not use misleading or deceptive marketing, has ruled that the year’s biggest disappointment No Man’s Sky did not violate anything in its code of practice in advertising the game.
The organization is not official, nor does it interpret or enforce laws, but it can get ads and products removed.
Here’s what their findings were:
“The ad contained several screenshots and two different video trailers for the game, as well as a text description. We understood that, as NMS was procedurally generated, player experiences would vary according to what material was generated in their play-through. The summary description of the game made clear that it was procedurally generated, that the game universe was essentially infinite, and that the core premise was exploration.
“As such, we considered consumers would understand the images and videos to be representative of the type of content they would encounter during gameplay, but would not generally expect to see those specific creatures, landscapes, battles and structures. We therefore considered whether the game and footage provided by Hello Games contained gameplay material of a sufficiently similar type to that depicted in the ad.
“We understood that the user interface design and the aiming system had undergone cosmetic changes since the footage for the videos was recorded. However, we did not consider that these elements would affect a consumer’s decision to purchase the game, as they were superficial and incidental components in relation to the core gameplay mechanics and features. We therefore did not consider the ad was likely to mislead in that regard.
“We understood that the screenshots and videos in the ad had been created using game footage, and acknowledged that in doing this the advertisers would aim to show the product in the best light. Taking into account the above points, we considered that the overall impression of the ad was consistent with gameplay and the footage provided, both in terms of that captured by Hello Games and by third parties, and that it did not exaggerate the expected player experience of the game. We therefore concluded that the ad did not breach the Code.”
The only thing certain about their findings is that the ASA does not understand video games.
Leave a Reply
You must be logged in to post a comment.