I'm sorry, i've paid 30/40/50 quid for a game tha i want to enjoy and NOT have some government/agency telling me what i should be doing!!! who do they think they are!!!

I don't think anyone who understands how big of a problem drink driving is would have a problem about the odd billboard in a game. It's already been done in plenty of games where companies advertise brand logos, and I can't say it made any difference to the game whatsoever for me.

And to the first comment; stop crying just because you can and understand that the minute difference that this will make to your gaming experience is far outweighed by the potential saving of human life. You selfish person.

"I'm sorry, i've paid 30/40/50 quid for a game tha i want to enjoy and NOT have some government/agency telling me what i should be doing!!! who do they think they are!!!"

I'm sorry but i just cannot believe how selfish you are. At least the government is trying to put the message accross about drinking & driving. Have you lost any friends or family members to a drink & driving accident? No, of course you haven't. It is terrible when you lose a friend to that, especially when it wasn't their fault.

I live in Guernsey and the have signs, billboards, the police are texting us now, and painted on the road in major traffic areas "Bloody Idiot, Don't Drink & Drive". On the billboards and text messages there is more information other than just that but i think putting in virtual billboards in games is another good way of getting through to people as i for one would take notice.

I've got to say that as in-game ads are here to stay, I'd be pushed for a better way to utilise them at this time of year. Having recently driven England's wonderful M25 motorway for the first time in over a year - by recently I mean on Boxing Day - I think I'd also like to see in-games ads saying, "Don't Drive At All You Insane Red Mazda Cutting-Up T**t!".

Cheers

Tim