Video games are a unique medium that can offer content and immersion for tens, even hundreds of hours. Players should not be misled into spending hours on a game only to find it looks and plays nothing like in the ad.
Are you misrepresenting the game genre?
The ASA investigated an ad which appeared to be a puzzle game, depicting puzzle solving gameplay, that was actually a city-building strategy game. Despite the puzzles appearing in-game as unlockable supplementary minigames, the ad was ruled as misleading because the bulk of the gameplay experience was significantly different to what was depicted in the ad. It is important that players are not mislead into thinking what is depicted is the core gameplay experience.
Are the graphics and mechanics genuine?
Ads for a game which depicted fast-paced war strategy gameplay that used overlays of people saying it “looks just like the ads” and “everyone is saying that it is nothing like the ads and so I am going to try it out today” were ruled as misleading for a number of reasons. In addition to the overall graphics not accurately reflecting the presentation of the game, the locations presented in the ads, the speed of the combat and how units fought and merged were found to not take place in the actual game.
Does your cinematic look like gameplay?
Another ruling about mechanics that were not actually part of the game saw an advertiser argue it was a “cinematic depiction” which “did not intend to show the actual gameplay”. Marketers must ensure that cinematics are not presented in a manner which could be misinterpreted as depictions of the gameplay experience.
Small print can clarify but not contradict
On screen text saying “Not all images represent actual gameplay” appeared in an ad depicting puzzle solving gameplay. A ruling determined that this was insufficient in light of players being required to play through a significant amount of content that was different in style in order to access the limited amount of gameplay that was featured in the ads.
Is this even your game?
Finally, it should also go without saying that it is not acceptable to pass off gameplay from an entirely different game as your own.
For further advice on advertising videogames, read the strategy guide here. And for bespoke advice, contact the Copy Advice team to help level-up your compliance.
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