Rockstar again accused of targeting children with GTA
Commercials to see watershed ban
Rockstar Games has again come under fierce criticism, accused of aiming its adult range of software at children.
The UK Advertising Standards Agency received numerous complaints that the firm was commissioning commercial placements that would be seen by children, specifically with reference to the massive exposure seen by Grand Theft Auto: San Andreas, the latest in the blockbuster GTA series.
"We could understand the parents' concerns that it was inappropriate for young children to see this level of violence in advertising for a product which was only available to adults," the ASA said. "The advertising was shown in breaks around programmes which, although not designed specifically for children, were considered to be acceptable family viewing."
The ASA ruled that advertisements for San Andreas will now be only shown after 9.00 PM which does raise certain questions. For instance, how can the ASA, traditionally a reactive body, allow an 18-rated action movie featuring gun crime to air before watershed? It would appear that the games sector has been singled out for special treatment and therefore Rockstar might well have a case for appeal.
Of course, this isn’t the first time Rockstar has been accused of targeting children with mature content videogame product. Although it’s an open secret that a large percentage of GTA purchases are made by or on behalf of under 18’s, Rockstar will plead innocence at every turn.
And of course, this could possibly be a well-engineered publicity stunt to grab a few more headlines as sales of San Andreas begin to fade. What is more appealing to those under 18 than something they’re not even allowed to see?
More as it breaks.
The UK Advertising Standards Agency received numerous complaints that the firm was commissioning commercial placements that would be seen by children, specifically with reference to the massive exposure seen by Grand Theft Auto: San Andreas, the latest in the blockbuster GTA series.
"We could understand the parents' concerns that it was inappropriate for young children to see this level of violence in advertising for a product which was only available to adults," the ASA said. "The advertising was shown in breaks around programmes which, although not designed specifically for children, were considered to be acceptable family viewing."
The ASA ruled that advertisements for San Andreas will now be only shown after 9.00 PM which does raise certain questions. For instance, how can the ASA, traditionally a reactive body, allow an 18-rated action movie featuring gun crime to air before watershed? It would appear that the games sector has been singled out for special treatment and therefore Rockstar might well have a case for appeal.
Of course, this isn’t the first time Rockstar has been accused of targeting children with mature content videogame product. Although it’s an open secret that a large percentage of GTA purchases are made by or on behalf of under 18’s, Rockstar will plead innocence at every turn.
And of course, this could possibly be a well-engineered publicity stunt to grab a few more headlines as sales of San Andreas begin to fade. What is more appealing to those under 18 than something they’re not even allowed to see?
More as it breaks.
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Comments
choi 2 Mar 2005 20:39
1/6
Are the TV advetisments even being shown anymore???
fluffstardx 2 Mar 2005 21:00
2/6
Every so often.
What scares me more is the amount of returned copies I keep seeing in Gamestation...
What scares me more is the amount of returned copies I keep seeing in Gamestation...
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Ditto 3 Mar 2005 09:06
3/6
I think that it's been obvious that Rockstar have been targeting it's games at children. I don't have any figures, but I suspect that a sizable chunk of GTA's players are below 18.
GTA is considered a cool game by younger people. These are the kind of "cool" games the Playstation thrives on.
GTA is considered a cool game by younger people. These are the kind of "cool" games the Playstation thrives on.
davemcbridesfoot 3 Mar 2005 11:54
4/6
For defs adam
San andreas is a excellent game in a consistently improved series. I played it every now and then breaking it up with many a healthy slice of pro evo - it took me about a month or so to finsh. My wee bro finished it in about 10 days the f**kin' gimp. Ah kids why aren't they out climbing tree's and skinning knees etc? Rockstar have a lot to answer for - fat kids, chav culture it's all down to those pesky playstations.
Fiddle-de-dee
San andreas is a excellent game in a consistently improved series. I played it every now and then breaking it up with many a healthy slice of pro evo - it took me about a month or so to finsh. My wee bro finished it in about 10 days the f**kin' gimp. Ah kids why aren't they out climbing tree's and skinning knees etc? Rockstar have a lot to answer for - fat kids, chav culture it's all down to those pesky playstations.
Fiddle-de-dee
Joji 3 Mar 2005 11:59
5/6
I think that GTA is a adult game but the real harsh truth is that parents don't care what their kids are playing unless they are a gamer themselves, in which cases they know the content of GTA and act accordingly. Parents lack of proper parenting and vetting what their kids see and do is the problem. In most cases I reckon the likes of Game etc do their job, but parents with all their busy lives and obligations forget to do their vital part, seeing GTA as "just a game".
When someone is run over by a chap in a Ford do they then blame Ford for the death or maiming of the said pedestrian? Ofcourse not due to it most likely being the drivers error, and like the driver parents are in the same position and must accept some responsibility for their actions, lack of action or/and the reprocussions. Parents do not like to admit when they have failed or whether little David is a bad egg at school or does anything negative (because at the endof the day parents love their kids (be they murderer or saint) come hell or high water.). It's also this biased look at their kids lives from this "my kid is an angel and can do no wrong" stage that blows any arguement that they might actually be wrong. What they don't realise is that it's human to falter and make mistakes (and hopefully learn from them) be you child or parent. Criticism and praise must equally be accepted, understood.and used to the best advantage.
Fact is kids will always wanna grow up too fast and whatever adults are doing is always gonna be cool and give them more freedom be it smoking, drinking, driving, sex or the likes of GTA. Society and the media only care when something goes wrong while the rest of the time things are very quiet. GTA is the latest in a list of gaming pariahs. Games have age ratings which shops try to enforce and can be fined if they fail to do so. The rest must fall under the parents wings. To target Rockstar for persecution you' d then have to examine other popular adult media to be fair and I really don't see this happening anytime soon. Perhaps if this did happen you'd also have to put the parents under the spotlight too otherwise things will once again look very biased.
My final thought is that more education is needed in the mainstream media, game shops etc about the differences in content for games. Put some ads on tv about it to drive it home the same way the government do about obesity etc while all the stupid soaps are on, perhaps instead of the GTA ads before 9.00pm (to be honest this won't work because the average child has a tv in their room anyway, and the watershed period is outdated is this digital age of 24hr tv). I swear parents sometimes know more about what goes on in those silly soaps than anything their kids are up to. Shows where their priorities are while David is holding up the local Esso. .
When someone is run over by a chap in a Ford do they then blame Ford for the death or maiming of the said pedestrian? Ofcourse not due to it most likely being the drivers error, and like the driver parents are in the same position and must accept some responsibility for their actions, lack of action or/and the reprocussions. Parents do not like to admit when they have failed or whether little David is a bad egg at school or does anything negative (because at the endof the day parents love their kids (be they murderer or saint) come hell or high water.). It's also this biased look at their kids lives from this "my kid is an angel and can do no wrong" stage that blows any arguement that they might actually be wrong. What they don't realise is that it's human to falter and make mistakes (and hopefully learn from them) be you child or parent. Criticism and praise must equally be accepted, understood.and used to the best advantage.
Fact is kids will always wanna grow up too fast and whatever adults are doing is always gonna be cool and give them more freedom be it smoking, drinking, driving, sex or the likes of GTA. Society and the media only care when something goes wrong while the rest of the time things are very quiet. GTA is the latest in a list of gaming pariahs. Games have age ratings which shops try to enforce and can be fined if they fail to do so. The rest must fall under the parents wings. To target Rockstar for persecution you' d then have to examine other popular adult media to be fair and I really don't see this happening anytime soon. Perhaps if this did happen you'd also have to put the parents under the spotlight too otherwise things will once again look very biased.
My final thought is that more education is needed in the mainstream media, game shops etc about the differences in content for games. Put some ads on tv about it to drive it home the same way the government do about obesity etc while all the stupid soaps are on, perhaps instead of the GTA ads before 9.00pm (to be honest this won't work because the average child has a tv in their room anyway, and the watershed period is outdated is this digital age of 24hr tv). I swear parents sometimes know more about what goes on in those silly soaps than anything their kids are up to. Shows where their priorities are while David is holding up the local Esso. .
config 3 Mar 2005 12:38
6/6
Are we looking at a day, very soon, where video game commercial must be submitted to the BBFC in order to gain certification prior to been shown pre-watershed?
I assume this goes on with movies - it certainly does with theatrical movie trailers, where only those at or below the feature presentations's rating are shown (that's the one thing I hate about going to see the latest Pixar flick - all the other Disney s**t beforehand)
On the subject though, and from memory, I really don't think the GTA:SA commercials were any more offensive than the average trailer for an action movie. Both are likely to contain scenes of violence and unsociable behaviour. In this case the complaints were not aimed at showing during kids prime-time, but family viewing times (6-8, right?)
Has the ASA been entirely fair in this case? I suspect it might not, but I can't say I recall the last action movie trailer I saw, and what time it was, or how "bad" the GTA:SA commercial is. I think I might just start complaining to the ASA about every action movie trailer I see prior to 9pm - just to balance things up, you understand.
I assume this goes on with movies - it certainly does with theatrical movie trailers, where only those at or below the feature presentations's rating are shown (that's the one thing I hate about going to see the latest Pixar flick - all the other Disney s**t beforehand)
On the subject though, and from memory, I really don't think the GTA:SA commercials were any more offensive than the average trailer for an action movie. Both are likely to contain scenes of violence and unsociable behaviour. In this case the complaints were not aimed at showing during kids prime-time, but family viewing times (6-8, right?)
Has the ASA been entirely fair in this case? I suspect it might not, but I can't say I recall the last action movie trailer I saw, and what time it was, or how "bad" the GTA:SA commercial is. I think I might just start complaining to the ASA about every action movie trailer I see prior to 9pm - just to balance things up, you understand.