UK media regulator bans Wii U advert

GamePad functionality oversold - ASA

As a result of one complaint, the UK's advertising watchdog ASA has banned a television advertisement for the Wii U.


The advert demonstrates the Wii U's GamePad functionality, but as one complainant points out, the ability to "switch gameplay to the GamePad controller would not be available on all games".

As a result of the advert's suggestion that this feature works universally with all Wii U software, the UK's Advertising Standards Authority considered the message misleading.

"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 organisaton 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 that they did not believe the ad was misleading. "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," the report said.

In the end, the advert was deemed to have breached BCAP Code rules 3.1 and 3.2 (Misleading advertising) and 3.10 (qualification).

The offending ad:

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