Games industry critisizes new Change4Life advertising campaign

Advertising for the government’s Change4Life campaign has been criticised by computer games firms for linking the playing of the games with an early death.

The press adverts are a joint initiative between Cancer Research UK, Diabetes UK and The British Heart Foundation, and support the government’s Change4Life anti-obesity activity. One ad features a child playing a Sony PlayStation and the line ‘Risk an early death, just do nothing’.

The computer games industry has complained to the Advertising Standards Authority, saying it was ‘very disappointed’ with the advertising.

Andy James, director of relationships and marketing at Diabetes UK and spokesperson on behalf of the British Heart Foundation, Cancer Research UK and Diabetes UK Change4Life partnership, said “We’re surprised at this reaction to our campaign to tackle childhood obesity. Of course we are not saying that children should not play computer games, but we are saying that children need a balanced and active lifestyle.

“Our campaign aims to increase awareness of the consequences of an unhealthy lifestyle and give parents the information they need to make informed choices. Designed with input from parents, our adverts examining diet and exercise inform parents that children need an hour of physical activity every day to reduce their risk of becoming overweight or obese as an adult.”

Cancer Research UK, Diabetes UK and the British Heart Foundation launched the joint press drive through The Gate at the end of February.

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