Square Enix rapped over Final Fantasy ad

ASA upholds complaint that 360 TV ad for Final Fantasy XIII showed PS3 footage

The UK Advertising Standards Authority (ASA) has found that Square Enix misled customers with adverts for Final Fantasy XIII, which used images from the PlayStation 3 version of the game rather than the Xbox 360.

Although the game is multi-format, the advert featured no mention of the PlayStation 3 version and ended with a prominent image of the Xbox 360 console and logo. Following a complaint the ASA investigated the advert and agreed that the differences between the versions amounted to misleading advertising.

As a result the ASA ordered Square Enix not to show the advert again, although this fact has only just become apparent via a report on the organisation's website.

Major discrepancies between Xbox 360 and PS3 multi-format titles have become less common in recent years, but many reviews noted that the Xbox 360 version of Final Fantasy XIII was visually inferior to the PS3.

Website Digital Foundry catalogued differences such as lower resolution gameplay visuals and heavily compressed cut scene footage. The television advert was composed exclusively of the latter.

Square Enix attempted to argue that the cut scenes were not generated by either the Xbox 360 or PlayStation 3 game engine and so was not content specific - although the company admitted that differences were visible "in very high definition," they "did not accept that this slight difference would be perceived by most viewers".

The ASA though concluded that there was a "discernible difference" between the picture quality of the same game running on both consoles.

"We considered that, because the ad promoted the game on the Xbox 360 platform, it should have featured footage derived from that console," says the ASA report. "Because it did not, and because we considered that the use of PS3 footage in the ad exaggerated the quality of the footage available on the Xbox 360, albeit marginally, we concluded the ad was misleading."

Videogame publishers often ran foul of the ASA in previous generations, where it became commonplace for adverts to feature pre-rendered footage created specifically for an advert - rather than in-game footage or cut scenes.

This practice has now largely died out, in part due to an ASA crackdown following complaints (warning: .PDF file) over adverts for games such as Activision's Call Of Duty 2.

Related stories

Smartphone success boosts Square Enix after a quiet nine months on consoles

Online titles Final Fantasy XIV and Dragon Quest X boost sales and subscriber numbers

By Ben Parfitt

East meets West: Yosuke Matsuda on growing Square Enix's global empire

The CEO tells how a blend of Western and Japanese games, plus both AR and VR, will bolster the firm's future

By James Batchelor

Latest comments (5)

This will be devastating to sales.
0Sign inorRegisterto rate and reply
AIM Graphic Designer, Illustrator, Modeller 7 years ago
The complaint must have been filed by a fan-boy.
0Sign inorRegisterto rate and reply
Private Industry 7 years ago
Somebody must be really bored if it`s only about picture quality.

If it would show PS3 controller buttons and so on ok that would be funny, but for something like that?

Edited 1 times. Last edit by Private on 19th August 2010 12:09am

0Sign inorRegisterto rate and reply
Show all comments (5)
Doug Abramson Programmer (C/C++/Embedded Linux) 7 years ago
This is done just to set a standard, not for the specific reason of this case only. Obviously, gamers who crave RPGs care more for story than polygon count or motion effects.
0Sign inorRegisterto rate and reply
David Skoumbourdis Senior Analyst / Programmer, Journalist 7 years ago
In principal, I agree with having stringent standards.

However, the differences between the two versions in reality will be negligible to most people. They both essentially look the same with the 360 version having a lower res / softer look.

I'd be surprised if anyone other than the hardcore user would have noticed it.

Edited 1 times. Last edit by David Skoumbourdis on 20th August 2010 4:31am

0Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.