Report: Sega acknowledges misleading Aliens: Colonial Marines ads
by Steve Watts, shacknews.com, Apr 3, 2013 9:00AM PDT
Following the poor reception of Aliens: Colonial Marines and the resulting backlash against Gearbox and Sega, the European Advertising Standards Authority stepped in. In response to a complaint lodged against the company, the ASA contacted Sega and received a response admitting the ads did not represent the finished product, and agreeing to add a new disclaimer to them.
A letter from the ASA (via Videogamer) says Sega claims it was unaware of quality of the final product as of the time that the trailers were produced. However, the company "acknowledged your objection that the trailers did not accurately reflect the final content of the game." As a result, the company agreed to add a new disclaimer on the Web site and YouTube videos explaining that the trailers are from demo versions.
"Our role in cases such as this is to ensure that marketing material isn't likely to materially mislead the public," the letter states. "We consider that with this disclaimer in place, customers are unlikely to get the impression that the trailer shows the finished product, and the ads are therefore unlikely to mislead."
The letter also says that the complaint will be upheld informally, with a notice on its Web site added on March 27.