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London authorities ban poster for Burnout (Updated: ASA responds to Destructoid)
by Jim Sterling on 06.27.2007 96 comments

London authorities ban poster for Burnout (Updated: ASA responds to Destructoid) screenshot

First Manhunt 2, then Dark Sector, now a brand new title can call itself a victim of the crusade against videogames and artistic expression. After receiving a MASSIVE thirty seven complaints from easily offended busybodies possessing little else to do with their time than get upset at a few words, the Advertising Standards Authority has decreed that all posters for the upcoming Burnout Dominator will be removed from London Tube stations. The poster had an image of a wrecked car with the slogan "Inner peace through outer violence," and was said by publisher EA to be very clearly a videogame promotion and not whatever an overwhelming 37 people seem to think it was. Seriously, what kind of simple minded cretin takes time out of their day to bitch about something like this?

Unsurprisingly, the ASA has submitted that this poster was 'irresponsible' and a promotion of anti-social behaviour, violence, dangerous driving and/or vandalism. Basically, they've covered their bases as to the sheer plethora of inherent social wrongs that one simple poster can exude like some sort of noxious gas. So what, pray, was the ASA doing before they got the complaints? Or is this a case of "everything's fine until one estrogen-riddled housewife screams blue murder," as seems to be the case more and more these days?

I'm pretty sure that loyal Destructoid readers know what's coming next. That's right, Sterling & Houghton of Gamers For Gaming will take on this case, as we've taken on the Manhunt 2 and the Dark Sector cases. It seems every day that fresh justification for our cause arises, something I can only be grateful to our opponents for. The more they keep this up, the more we can promote GFG and remain fresh in the public eye. Dance puppets, your reactionary prejudice is only fuelling the fires of the engines that will march upon your doors. 

[Update: The ASA got back to me regarding this issue and was very forthcoming in their explanation of the banning. For the details, as well as the ASA's ruling in full, hit the jump]

[Thanks to TehuberOne & Double2's blog]

A short while ago, I spoke on the telephone with Donna Mitchell from the ASA's Communications Team to discuss why the poster for Burnout Domination was pulled and to clarify certain statements that had been attributed to the organization. She was incredibly frank and honest in her explanation and, most unlike other organizations we've been dealing with such as the BBFC and ESRB, didn't dodge issues and actually had good answers for what was asked.

There's no doubt that this was an issue of taste, but should offensive materials be classified as worthy of a ban? Donna told me that it's the job of the ASA to weigh up both sides of the issue and come to a decision as to whether or not the poster's continuation was capable of causing "serious and widespread offense." She assured me that the ability to offend just the 37 people who complained wasn't the motivation for having the advertisments removed. "It's not a numbers game," Mitchell stated. "Yes, people will be offended by adverts. There will be agreements and disagreements, everyone's different. We have to decide if it's the right side of acceptable."

A major issue of the ASA's is the medium more than the advertisment. Donna informed me that the problem with posters is that they're not targetted to a specific demographic and are viewable by the public at large. As for the content itself, the fact it seemed to "condone a violent lifestyle" was the overriding problem in having such an easily viewable image.

I had Donna assure myself and the Destructoid readers that this had nothing to do with the type of media being promoted. There have been complaints against EA that the ASA has not sided with, while posters for albums and movies have faced the banhammer in their time.

What do we learn from this? Ultimately, that the ASA has to deal with a sensitive culture. Imagine, 37 people took time out of their day to go home after seeing one poster and contact the ASA over this. When you're dealing with a public that insane, I guess I can see why the ASA came to the decision it came to. Looking at the official ruling, it does seem that EA was given full advice as well and chose to believe their poster was okay. I wouldn't call EA "irresponsible" for its decision to run the posters, just sadly optimistic.

The majority of us in the gaming community are not offended by the poster, EA knows that. Sadly, however, we have idiots for a population in Britain and it seems EA did not know that. After speaking with Donna Mitchell, I'm satisfied that the ASA did the right thing in the current social climate we have. I'm just not satisfied that the current social climate we have is the right one. I still disagree with the banning based on the fact that I don't think the poster's really that bad, but given the intellectual capacity for the vast majority of people out there, it's certainly not the ASA's fault that they have to pander to idiots.

Now, in the interests of the 'dual sided' debate we at GFG wish to promote, here's the ASA's ruling in full:  

Number of complaints:      37
 

Ad


A poster on the London Underground, for the computer game 'Burnout Dominator', showed a wrecked sports car that had crashed into a wall, with glass fragments scattered on the floor.  A detached tyre was burning in the foreground.  The headline stated "INNER PEACE THROUGH OUTER VIOLENCE."  
 

Issue

The complainants objected that:

1. the reference to and the depiction of violence in the poster was offensive and

2. the poster condoned and was likely to encourage violence, dangerous driving and anti-social behaviour, such as vandalism. 
 
CAP Code:     10.1, 11.1, 5.1, 2.2
 

Response

Electronic Arts said the intention of the campaign was to reflect the consumer experience within the game environment, addressing in particular the idea that playing the game might help relieve the stress and tension of the real world.  They also said they had obtained Copy Advice from CAP about the ad and that CAP had expressed concern that it would be seen to condone violence and antisocial behaviour.  Electronic Arts said they believed it was obvious that the ad was for a video game and, as such, would not be seen to support real-life violence or anti-social behaviour.  They added that the ad intentionally featured no people and thus focused directly on the destruction seen in the game rather than on violence against people in real life.  

Electronic Arts said because of CAP's advice, separate artwork had been developed for any media targeted at younger people.  That work used the same visual with a revised softer line: "Destroy your way to inner peace".  They explained that, given the target audience, they believed the London Underground ads did not require the alternative line.  They said they did not intend to run the ad again and would discuss any further campaigns with CAP, to minimise the risk of any future offence.    
 

Assessment

1. Upheld

The ASA noted the poster appeared in an untargeted medium.  We considered that the vivid depiction of the crashed car and burning tyre, combined with the slogan's implication that people could achieve inner peace through acts of violence, was likely to cause serious or widespread offence.

On this point, the ad breached CAP Code clause 5.1 (Decency).

2. Upheld

We noted Electronic Arts' argument that the ad's message was that playing the Burnout Dominator game might relieve stress and tension in real life.  We also noted, although they had been advised otherwise by CAP, Electronic Arts considered that the ad was suitable for display on the London Underground.    We considered, however, that the ad's placement on the London Underground meant that it would be viewed by many, including young people.  We considered that the images of a car that seemed to have crashed at high speed and a burning tyre, together with a reference to violence, could be seen to condone a violent lifestyle, anti-social behaviour or dangerous driving.  We concluded that the ad was irresponsible.

On this point, the ad breached CAP Code clauses 2.2 (Social Responsibility), 10.1 (Safety) and 11.1 (Violence and anti-social behaviour). 
 

Action

The ad must not reappear in its current form.  We welcomed Electronic Arts' assurance that they would seek advice from CAP on future campaigns. 

OR HIT OUR Poster SECTION



Latest comment by dprim3 |view all 96 comments
I'M SICK OF THOSE LITTLE LIDS ON COFFEE MUGS IF YOU DON'T WANT TO SPILL YOUR COFFEE YOU SHOULDN'T BE DRIVING WITH IT...





Joseph -Orcist- Leray's Avatar
Joseph -Orcist- Leray at 06/27/2007 05:46

Gosh, Jim. Don't you think you're over reacting? I mean, jee golly whizbang, its just a poster.
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 05:50

Haha, I'll slaughter you in your sleep, Orcist.
double2's Avatar
double2 at 06/27/2007 05:52

It truly seems that we are only years away from having thought police...the scary thing is it will be the bored old women who will be deciding what we can and can't think. We'll end up having to constantly think about knitting and Heartbeat (and not the first series when it was good!).

So where are we at the moment with the G4G initiative? Any big plans? Are you up for a rally in London or something Jim? I'm up for it! Just make sure we don't have any "Fathers for Justice" shinnanigans.
bunnyrabbit2's Avatar
bunnyrabbit2 at 06/27/2007 05:52

I was about to send this to you when I saw it on BBC news. This is just plain ridiculous. If anyone can grab the poster I am going to put it up in a few places round the net.

The bbc story:
http://news.bbc.co.uk/2/hi/uk_news/6243762.stm
bunnyrabbit2's Avatar
bunnyrabbit2 at 06/27/2007 05:54

Oh yeah, and I am about to payed about 250 quid (stupid american keyboard has no pound symbol dammit) so money should not be that much of a problem (yay for no rent or paying for dinner and things because i live at home)
double2's Avatar
double2 at 06/27/2007 05:59

@bunnyrabbit2
while were on the striking subject of your "irrelevant to this story" personal life; what is your inside leg measurement, blood type and shoe size? Please tell me :p
Lolthien's Avatar
Lolthien at 06/27/2007 06:00

Christ pansy, man up... it makes me so mad that I want to be violent to people in order to calm down! ARRRGHGHGHGHHHH!!!!
dyslixec's Avatar
dyslixec at 06/27/2007 06:00

This really is a damn shame. Its like this with everything, rock n roll in the 50's was pointed at as the destruction of so many things. Fucking society and its ignorant method of pointing fingers towards something because they cannot explain or wont accept a simple answer to a problem. They over complicate it and involve as much as they can, they blame objects rather than themselves. It's a damn shame to see games being pinned in this matter but it is no surprise. Gamers for Gaming all the way, full support on my end thats for sure.
Lolthien's Avatar
Lolthien at 06/27/2007 06:02

You know what ad should be banned in the US? The tree-kicking dude in a red-ponytail wig shilling for Wendy's. Sure, i'm talking about it later, but now I associate Wendy's with pure idiocy and will never eat there again.
bunnyrabbit2's Avatar
bunnyrabbit2 at 06/27/2007 06:10

I posted the money issue for Gamers for Gaming. I can do pretty much anything now I have some money and can probably donate some if needed. I post a lot when I am bored at work
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 06:12

UK readers, please check Teletext, Channel 4.
Boris Lugosi's Avatar
Boris Lugosi at 06/27/2007 06:14

ah holy shit. Things are grim, boys and girls. Things are grim.
double2's Avatar
double2 at 06/27/2007 06:23

@bunnyrabbit2
I was only joking :) btw can you lend me a tenner?

@Jim
Will check on my lunchbreak at 1...what's on it?
PSIq0ut's Avatar
PSIq0ut at 06/27/2007 06:24

hooray for oppression!
Gemsi's Avatar
Gemsi at 06/27/2007 06:25

Holy christ this is getting stupid
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 06:26

double2 - Check the Gamecentral page, their inbox. & thank Joe Burling for what you read. :)
Rockvillian's Avatar
Rockvillian at 06/27/2007 06:31

That's a really stupid fucking poster. Why not go after whoever made it as well?

Inner Peace through Outer Violence? Har har har I dun reversed da words. Ass hats.
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 06:33

I don't think that was too bad a slogan, actually.
MaxVest's Avatar
MaxVest at 06/27/2007 06:35

I think game companies should be held totally responsible for their promotional materials. Remember when all those kids went on that crazy beardy banjo-playing spree in the early 90s?

Do you want a repeat of that?? Well, do you???
tehuberone's Avatar
tehuberone at 06/27/2007 06:38

Lesson 3 under "The Teachings" on the Offical Burnout Dominator Page clearly shows what violent games do to people.
bunnyrabbit2's Avatar
bunnyrabbit2 at 06/27/2007 06:43

I don't have teletext here at work and US people can't get it (I think) so could somebody reproduce it here?
FingersTehHand's Avatar
FingersTehHand at 06/27/2007 06:44

Oh, I ALMOST said the last time as a joke that a poster was next... turns out I was right all along.

This is now really worrying. I'm not gonna hold back any longer: What next, a magazine advert? Lara Croft's myspace profile? Television adverts for Animal Crossing (which is now probably likely at this rate)?

Seeing the poster in question, I can honestly say it's just a burning tire. Why hasn't the episodes of The Simpsons containing the burning tire mountain been banned yet? WHY VIDEOGAMES?
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 06:44

bunnyrabbit2: I'm waiting for David to get on for him to see it, then I'm sure we'll record it for posterity.
blu3steel's Avatar
blu3steel at 06/27/2007 07:08

Nothing like sweet British retribution. Beware ASA.
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 07:10

I have changed the blog header to include the poster. You can see some asshates being offended by it, but the thing is, people forget that being offended by something doesn't mean that thing deserves to be banned.

It's a fucking car. Get over it.
tehuberone's Avatar
tehuberone at 06/27/2007 07:17

btw, Who the fuck is Jim Sterling?
Snaileb 's Avatar
Snaileb at 06/27/2007 07:19

Jim thou art our sword. May your aim be true, and thrust your sword into the censoring hearts of our enemies.
Rockvillian's Avatar
Rockvillian at 06/27/2007 07:37

I'm an asshate oh no!

I take some of that back Jim, they managed to pull it off with some style.
Rockvillian's Avatar
Rockvillian at 06/27/2007 07:39

I think the real problem here, is the fact that a majority of earth dwellers are dicks.
s0lesurviv0r's Avatar
s0lesurviv0r at 06/27/2007 07:45


"Seriosly, 4 feet by 5 feet? Apparently not because I'm looking right at it."
Swifty64's Avatar
Swifty64 at 06/27/2007 07:48

Damn, i can't check teletext until i get home from work.
Hope it's still up there by then
ghettosmurf's Avatar
ghettosmurf at 06/27/2007 07:49

Jeez... G4G indeed. Manhunt 2, Dark Sector, and now frakking BURNOUT?! I've played these games religiously since Burnout 2, and I've never been in or caused an accident that wasn't fixed 5 seconds later after the reset.

As much as it's started to irritate me hearing "slippery slope" these past couple weeks(can't we come up with some better metaphors here people?), I think I'm finally starting to look for "something to hold on to."
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 07:54

That shoulda been assHAT, Rockvillain. Me no gud @ teh tipingz
TheBrain's Avatar
TheBrain at 06/27/2007 08:05

You know, it might have helped to at least put the Burnout logo on the poster. As is, it kinda just looks like a wrecked car with the insinuation that car wrecks bring inner peace. Is this only part of the poster, or what? If I saw this poster I wouldn't think Burnout, I'd just think it was some vague condemnation of road rage or something.
Waahmbulance's Avatar
Waahmbulance at 06/27/2007 08:16

RE: TheBrain

Exactly. How can they be targeting a video game, when this isn't even an ad for a video game?

It just has a car crashed with the slogan saying you can achieve inner peace through violence.

Then again - it's just another chance to whine.... isn't it?
double2's Avatar
double2 at 06/27/2007 08:18

i just checked teletext and couldn;t find anything. I'm assuming you mean analogue teletext...who the fuck uses that?! move in to the 20th century man!
xtofuconsumerx's Avatar
xtofuconsumerx at 06/27/2007 08:20

Seriously what the hell is going on. Why were the Allstate commercials that showed people getting nailed by other cars ok but a poster with a burning tire and a wrecked car...with no people visible banned?

Stuff is going terribly wrong people, I am down for anyway to try and help the gaming community now. Enough is enough.
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 08:24

Waahmbulance: Very much like posters in tube stations, one can easily look away from this post if one is offended. I do apologize that our plans to help the games industry is annoying to you, perhaps reading Games Master magazine would be a more appropriate activity if you want industry discussion.
Waahmbulance's Avatar
Waahmbulance at 06/27/2007 08:42

Hey JimSterling: Thanks for the reply - sorry I came across like a jerk. Never heard of Games Master magazine (I'm in the states). The only thing I was trying to say was that this might not be the sign of the armageddon that you claim it to be.
double2's Avatar
double2 at 06/27/2007 08:43

oooh! you went there! :)
Nocturnal XVIII's Avatar
Nocturnal XVIII at 06/27/2007 08:46

So is the word 'Burnout' actually on the poster at all?

Do you think that if 38 people complain that they were banned then they will be put back up?
My guess would be. No.
Nocturnal XVIII's Avatar
Nocturnal XVIII at 06/27/2007 08:50

On another note. With all of this doom and gloom news recently, has it always been this way, and you guys are jsut reporting it now? Or has the shit really hit the fan this last couple of weeks?
Jim Sterling's Avatar
Jim Sterling at 06/27/2007 08:50

Waahmbulance: It's okay. It's just, I'm trying so hard to show what we're about here and people are treating these as isolated incidents. No, this on its own is not a sign of trouble, but ADD it to the other shit that's gone down recently. I am not ashamed to admit that I find it deeply worrying. Little incidents add up to big problems.
The Tormented's Avatar
The Tormented at 06/27/2007 08:54

I'm predicting a shitstorm by the time GTA4 arrives.This one has 'banned' written all over it...

Dark days are coming my friends...
RICHARD BLOCKER's Avatar
RICHARD BLOCKER at 06/27/2007 09:01

Eat Healthy and Take care of yourselves, everyone. I'm starting to think that the only way to defeat these fucktards is to outlive them.
FingersTehHand's Avatar
FingersTehHand at 06/27/2007 09:01

Ignore my comment about the tyre. I only saw that part of the poster when I posted it.
FingersTehHand's Avatar
FingersTehHand at 06/27/2007 09:06

I also spelled the bleedin' word wrong.
stevenjazz787's Avatar
stevenjazz787 at 06/27/2007 09:13

I am starting to think that this isn't about taste or "the children" I think these people are in the pockets of other people, to put the pressure on companies that they have some agenda towards.
morbo47's Avatar
morbo47 at 06/27/2007 09:14

Man, I've seen perfume ads that were more disturbing than that
Foe's Avatar
Foe at 06/27/2007 09:35

I always used to wonder why a rash of movies were coming out depicting future London as a neo-fascist dystopia... NOT anymore.
SpiderChrist's Avatar
SpiderChrist at 06/27/2007 09:36

i fear for my haloes and gta4's
stevenjazz787's Avatar
stevenjazz787 at 06/27/2007 09:41

Jim,

An argument in your favor (my rant):

How can games not be art? From the emergence of a middle class in the rennaisance the issue of censorship has been at the center of the art world. Through history, the Church, Kings, the Gentry, Dictators, and even people in a free society have been banning paintings, smashing sculptures, burning books, distorting music. The masses go along because they are scared of new things. They were in awe of cathedral art. They were appalled by the Nazi's "Degenerate Art" because it was showing what they didn't want to see. The masses like what is familiar, the idea of the degenerate artist of the past has become become the antisocial gamer and the manipulitive game designers.

But just like the degenerate artist of the past (scientist like Einstein, Painter's like VanGogh, writers like Kafka) some of the best minds of our time our involved in gaming, Spielberg, Jaffe, Suda, Myamoto, Kojima, Samuel L. Jackson, James Woods, Bill Gates. Playing games is a talent and an expression. Critics, both popular and scholastic, have appeared. People dedicate their lives to this art. Those who want to restrict this expression are missing the point. Video games are different because they are interactive; however, this isn't a bad thing. Artist can express themselves in more ways than any other medium allows, and the interactivity lets these artist interact with their audience as much as the audience gets involved with the game.

I hope that the some enlightenment returns, these seem to be dark times for UK and the US. We are invading foreign countries, banning expression, spreading our political influence through pressure and force all around the world and in our own borders to meet the interest of an elite few on the inside. Murdoch is akin to Hearst, Clearchannel is in bed with the FCC, the middle media is so scared to speak out because they might lose their privelage in Washington or London. I hope that people realize soon what they are supporting.
Joseph -Orcist- Leray's Avatar
Joseph -Orcist- Leray at 06/27/2007 09:43

Just wait until the sexuality police get ahold of the adrogyny that is FF!
BahamutZero's Avatar
BahamutZero at 06/27/2007 09:46

glad the darkness kind of slipped under the radar. You eat peoples fucking hearts in that game
stevenjazz787's Avatar
stevenjazz787 at 06/27/2007 09:53

[img]http://www.starling-travel.com/wp-content/TheScream.jpg[img]
Banned by Hitler in 1937

[img]http://supersmallgallery.com/London/House.jpg[img]
Banned from Brittish streets in 2006

"Freedom is about authority. Freedom is about the willingness of every single human being to cede to lawful authority a great deal of discretion about what you do and how you do it." -Mayor Giuliani, New York Newsday, April 20, 1998

"State authority must provide for peace and order, and peace and order in turn must conversely make possible the existence of state authority. Within these two poles all life must now revolve...Ideas of `freedom,' mostly of a misunderstood nature, inject themselves into the state conceptions of these circles." -Adolph Hitler, Mein Kampf
stevenjazz787's Avatar
stevenjazz787 at 06/27/2007 09:53

crap I forgot the slashes
DJDuffy 's Avatar
DJDuffy at 06/27/2007 10:15

@ Orcist

haha, yea if androgyny was a crime, that would be the next "logical" step in all of this madness and would piss me off to no end =P
GatsuTheBerserker's Avatar
GatsuTheBerserker at 06/27/2007 10:33

@Orcist: Um, there somewhat already is. My state makes it illegal to fuck someone in any other position other then missionary. Not like anyone actually listens, lol.

Still, this is getting fucking stupid. I mean why aren't WE making complaints to THEM?! I have no doubt we could out-complaint those people by saying how we were "offended" by those people's sheer idiocy and get the poster back itself too while we're at it. If that's all it takes then I'd go for it.
Mxyzptlk's Avatar
Mxyzptlk at 06/27/2007 10:39

Can they ban them from making any more Driver games? That would actually be for the good of gamers everywhere.

Never underestimate the power of the easily offended minority. I wish those people would get told to STFU and do more constructive things with their time. Of course, that would just lead to more outrage that their batshit insane morality isn't the standard.
Joseph -Orcist- Leray's Avatar
Joseph -Orcist- Leray at 06/27/2007 10:40

So, lemme get this right -- if this ad reappeared in, say, next month's Edge, it wouldn't be a problem, since it would be "targeted to a specific demographic" and not viewed by the "public at large."

In a way, I guess that makes sense, to let people within the industry deal with their own problems and to self-regulate. Oh wait ... that's called the ESRB and BBFC. And, the last thing the gaming industry needs is to be even more insulated.

Sounds to me like the ASA is being pigeonholed by public opinion, which is fucking scary. Nobody really cares if Johnny Gamer is subjected to "tasteless" and "violent" advertising, until Johnny Non-gamer's mom gets involved (i.e. the public at large.) Does anybody else see some kind of weird double standard here?
Joseph -Orcist- Leray's Avatar
Joseph -Orcist- Leray at 06/27/2007 10:41

@Gatsu -- dude, I fucking know. I live in Mississippi, and any sexual activity besides missionary is technically against the law, and has been enforced before.

Just this morning, I sent an e-mail using the antiquated sexuality laws as an example of how degraded and morally apathetic our society is.
Jark212's Avatar
Jark212 at 06/27/2007 10:53

Fascism at work. We should go over there and kick there asses. Then the work can begin over here.
shadowlike's Avatar
shadowlike at 06/27/2007 11:00

Im totally behind JimSterling and gamers for gaming, i believe the "hand off the responsibility" age should stop, people are responsible for there own actions!
TheBrain's Avatar
TheBrain at 06/27/2007 11:21