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Nokia’s N-Gage ads were banned by the UK’s Advertising Standards Authority for depicting violence and crime, deemed “offensive and distressing” to viewers. The ads featured scenarios like “ran me down” and “hunted them down”, sparking concerns about violence and assault.
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The Advertising Standards Authority (ASA) has banned seven advertisements from Nokia’s N-Gage system, following complaints from individuals who deemed the ads to be offensive and distressing due to their depiction of violence and crime, particularly in areas where such crimes are prevalent.
One ad featured an alleyway at night with the caption “This is where I took on three guys… and made them cry like babies.” Another ad showcased a changing room with the text “This is where I made Kev look small.” The third ad showed a run-down building’s doorway with the caption “This is where I cut them down to size,” while the fourth ad presented a large caravan with the text “This is where I left Kate, Lucy, and Michelle begging for more.” A fifth ad featured a lit bus shelter with the text “This is where I got further with Lara than anyone else,” while a sixth ad was a cinema commercial, featuring a car park where the text “This is where they ran me down” appeared. The final ad showed a tent in the woods, with the text “This is where I hunted them down.”
Nokia released a statement apologizing for any offense caused by the advertising campaign, stating that their intention was to support the N-Gage platform’s multiplayer capabilities and gaming victories.
According to the company, the ads simply depicted game scenarios and were not intended to depict victims of violent crimes. For instance, the text “This is where they ran me down” referred to a gamer losing a driving game, and “This is where I cried for help” referred to the frustration of not being able to progress in a game.
Images of the N-Gage ads are displayed below for reference.
