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Wii U Advert Banned in the U.K. for Being Misleading

Posted on January 17, 2013 AT 03:06am

The U.K.’s advertising watchdog ASA has banned an advert for the Wii U following a complaint stating that it was misleading consumers.

The advert in question showcases the Wii U’s screen switch feature with the GamePad, however, as the complaint points out, the ability to “switch gameplay to the GamePad controller would not be available on all games.”

As a result of this complaint, the Advertising Standards Authority has deemed the advert misleading and banned it from airing. “We considered that the option to switch gameplay to the GamePad controller could be available on all games, and as this was a new console consumers would not have an awareness of whether this was something specific to individual games or a general feature of the console,” the company wrote in its report.

“We considered that, in this context, the ad should have made clear that this feature would not be available on all games. Because it did not, we concluded the ad was misleading.”

Nintendo of Europe responded to the ban: “They said it was correct that some games would not include this feature but they had no control over how third-party software developers used the capabilities of their console,” according to the report.

The advert can be found below.

Matthew Bennett, Associate Editor
Matthew Bennett finally got his big break with EGM three years ago, following years of volunteer work for various sites. An ability to go many hours without sleep and a quick wit make him ideal for his role as associate editor at He often thinks back to the days when the very idea of this career seemed like nothing but an impossible dream. Follow him on Twitter @mattyjb89. Meet the rest of the crew.

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