Stranglehold ad complaint upheld

The Advertising Standards Authority (ASA) has upheld a complaint over the TV advertising campaign for up Xbox 360/PS3 title Stranglehold.

The campaign for the Midway title had been referred to the agency by viewers who thought the advert "glorified violence and gun crime" and presented "a dangerous incitement to susceptible people".

There was a separate complaint questioning whether the commercial was suitable for broadcast before 21:00.

During the advert a prolonged shoot-out between four men was shown, while a voiceover said: "Honour is his code. Vengeance is his mission. Violence is his only option. John Woo presents Stranglehold. The next generation of action gaming has arrived."

In its defence of the advert Midway argued it had been cleared by Clearcast (formerly the BACC) - which had allowed the ad for broadcast after 19:30.

While Clearcast had noted the violence it had considered it "stylised, unrealistic and had a fantasy quality" and that there "were no shots of people being hit by bullets and there was no blood or gore as a result of the shooting".

However, the ASA upheld both complaints, effectively banning the ad from being broadcast again in its present form.

In its judgement the ASA explained: "We considered the voice-over. suggested it was honourable to seek revenge and that violence was an acceptable solution to a situation.

As such: "We considered the ad was likely to be seen as encouraging and condoning violence."