Electronic Arts Ltd t/a Digital Illusion Creative Entertainment Onslow House Onslow Street Guildford Surrey GU1 4TN Number of complaints: 12

Date: 1 October 2008 Media: Magazine Sector: Leisure Agency: Wieden & Kennedy UK Ltd

Ad
An ad for the computer game, "BAD COMPANY BATTLEFIELD", appeared in ShortList magazine, London Lite and thelondonpaper.  

The page was divided in two.  The headline in the top half stated "Meet Miss July MERCEDES PARELLADA".  It featured an image of a bar stool with muddy footprints in front of it which led off to the right of the page.  A transcript of an interview with 'Mercedes' was set out in a text box on the right-hand side of the page.  "Age: 26 ... What kind of men do you like?  I love soldiers.  I love men in uniform carrying big guns, it's so hot.  There is something about how they are so put together which makes me want to get them all dirty.  Any hobbies? Gold, I love gold... I need a man who's loaded to fulfil my golden fantasies.  There are so many things I want, like my underwear made of gold.  What's your favourite book?  I'm reading a book called "Lonely Soldier."  It's about a soldier who falls in love with a stripper from another country while at war.  Her family won't let him see her because of the war.  What is a turn on?  Explosions.  I love it.  It's just pure power.  I don't like blowing things up.  But I love watching a man do it.  It's so hot, it's like he's saying to me, "BAM, I will destroy you lady with my explosive love."  It drives me crazy.  What are turn offs?  Men who don't blow stuff up.  What are your plans for the future?  I'd love to enlist in the army.  People tell me I have a sweet voice and I think I'd be a great dispatch girl.  And I could meet lots of manly soldiers and see nice explosions."  Text below stated "Full pictorial in next month's issue of B.C."  Below was an image of the front cover of "B.C." magazine which featured 'Mercedes' as the cover girl.  

The second half of the page showed a still from the computer game.  The computer-generated images of three men were shown dressed in combat clothing and carrying guns; a burning building could be seen in the background.  One of the men carried 'Mercedes' in his arms; she was a woman dressed in a silver bikini.  Text below stated "YOU'RE IN BAD COMPANY NOW Create your own rules.  Blow up almost anything using tactical destruction.  And take whatever you want with three of your closest, morally challenged friends."  

The ad featured a pack shot of the game "BAD COMPANY BATTLEFIELD".  The bottom left-hand corner of the page featured the rating for the game, "16+".

Issue
Twelve readers, who expressed concern that 'Mercedes' was depicted as a sex object or a "spoil of war", challenged whether the ad:

1. was offensive and degrading in its portrayal of women, and

2. glamorised violence and could therefore be seen to condone violence, particularly sexual violence.

3. Three readers challenged whether it was irresponsible to show the ad in a medium where it could be seen by children.

The CAP Code:

2.2;5.1;11.1

Response
1., 2. & 3. Electronic Arts (EA) said they consulted the CAP Copy Advice team in advance of publishing the ad and were advised that it was unlikely to breach the Code.  EA said the ad was a parody of the features typical of lifestyle magazines and believed the accompanying text was no different to what readers might come across in a "red-top" newspaper.  They thought the creative treatment of the ad was comic in tone and depicted an impossible scenario.  EA believed their point was illustrated by the implication that the characters had "moved" into the spoof editorial piece on 'Mercedes' at the top of the page to collect her and brought her back to their part of the page, as well as by the juxtaposition of computer generated characters from the game interacting with a real-life model.  They said the combination of those points indicated that the ad could not be seen to condone real-life violence.

ShortList Magazine said their publication was a weekly general interest magazine for men; according to their reader survey in February 2008, their average reader was 30 years of age.  They explained that console gaming was an area of interest for their readers and said the ad appeared on the page opposite their film, music and game review section, which they believed put the ad in context.  ShortList said they received two reader complaints about the ad.

London Lite said the paper was distributed at key commuter hubs and targeted a young, urbanite London audience.  They viewed the ad as a light-hearted campaign for a computer game and thought it was neither offensive nor degrading to women.  London Lite pointed out that the ad did not suggest that the woman had been violently treated or humiliated in any way. They felt confident that their readers would not take the ad seriously or find it offensive and reported that they had received no complaints.

thelondonpaper said they viewed the ad as a parody of men's lifestyle magazines, both in the way the ad was designed and also in the presentation of the 'Mercedes' profile/interview.  They did not believe that readers would take the tone and content of the ad seriously.  thelondonpaper said there was a place for satirical humour in advertising and considered that the ad stayed within the bounds of good taste.

Assessment
1. & 2. Not upheld
The ASA noted the responses of EA and the publishers.  We noted the ad featured a still from a computer game, which depicted three men dressed in combat clothing.  We therefore understood that they were shown with their weapons in the context of the game.  We considered that the ad depicted 'Mercedes' as a materialistic 'airhead', whose interests included money and men. We considered that the stereotype was used to increase her appeal to the opposite sex.  While we recognised that some readers might find the portrayal of her character offensive and degrading in its depiction of women, we considered that most readers would view it as satirical depiction of some types of women featured in "lads' mags".  We noted from the interview with 'Mercedes' that the men were her 'type'.  We considered therefore that there was no suggestion that she had been taken by force or against her will; we also considered that there was no suggestion of impending violence against her.  We concluded that the ad was unlikely to cause serious or widespread offence or be seen to condone or glamorise violence or sexual violence.

On points (1) and (2), we investigated the ad under CAP Code clauses 5.1 (Taste and decency) and 11.1 (Violence and anti-social behaviour) but did not find it in breach.

3. Not upheld
We noted the complainants' concern that the ad could be seen by children.  We nevertheless noted the ad appeared in free publications that targeted adult commuters.  While we accepted that some children might see the ad, we concluded that it had not been irresponsibly targeted.

On this point, we investigated the ad under CAP Code clauses 2.2 (Responsible advertising) but did not find it in breach.

Action
No further action necessary.

Adjudication of the ASA Council (Non-broadcast)