To be fair this is only one of the ads the campaign "Change4life" uses, another one being of a kid eating cake but this ad I as someone who happen to enjoy video games am actually mad about and apparently i am not the only one.
The TIGA (British pression (?) group in favor of the video games industry) already took it up to justice. The ELSPA (the Entertainment & Leisure Software Publishers Association) who actually is involved in the many talks about video games with the British ministry of health has pretty much no idea how this could have happened since it are the same people who they discuss how the industry is doing their best to make people more active could decide and fund such a campaign.
The UK magazine MCVUK hand in hand with Atari went to the ASA (Advertising Standards Authority) to complain about the message the ad is showing.
Finally Sega came out and said how they where displeased that out of all the passive forms of entertainment the less passive one is once again under attack.
Wonder how Sony will react when they get to see the PS3 associated with premature deaths.
(I had to translate this article to English so there might be some inconsistencies)
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