X-Message-Number: 19219
Date: Thu, 06 Jun 2002 10:00:22 -0700
From: Scott Wakefield <>
Subject: 'Disturbing' Xbox ads banned in the U.K.
References: <>

[People are shocked when reminded of their mortality.  -- Scott]

'Disturbing' Xbox ads banned in the U.K.

Graeme Wearden, Special to, ZDNet (UK)
Thu Jun 6,11:59 AM ET

Regulators in the United Kingdom have given the thumbs-down to
a Microsoft advertisement for the Xbox console that has
offended some viewers.  The Independent Television Commission
has slammed the ad as "shocking" and banned the commercial from
U.K. television.

The ad begins with a newborn child flying through a window
before aging decades in seconds--then crashing and screaming
into a grave as an elderly man.  It was designed to illustrate
the phrase: "Life is short.  Play more."

The ITC, which has the power to ban ads that it considers
unsuitable to be shown onscreen, said it received 136
complaints about the Xbox ad.

The Guardian Unlimited Web site reports that the ITC has also
expressed its displeasure to the Broadcast Advertising
Clearance Center, which had approved the Xbox ad.

In its ruling, published this week, the ITC said that "the
man's screams throughout his life's journey suggested a
traumatic experience, which, together with the reminder that
life is short, made the final scene more shocking."

Microsoft issued a statement in response to the ITC's ruling,
apologizing to anyone who was offended or upset by the ad.

The company is expected to continue showing the ad in cinemas,
however, which are not regulated by the ITC.

The ad can be viewed on the Playmore.com Web site, which
includes a warning about its "potentially shocking and
disturbing nature."

ZDNet UK's Graeme Wearden reported from London.


http://story.news.yahoo.com/news?tmpl=story&ncid=73&e=2&cid=73&u=/zd/20020606/tc_zd/933276

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