Mass Effect 3 cleared by UK advertising regulator

Electronic Arts is found "not in breach of advertising standards"

Electronic Arts has been cleared of complaints that they misled consumers with the advertising of BioWare's Mass Effect 3. The controversy stemmed from consumer dissatisfaction with the ending of the game, a narrative choice BioWare has pledged to fix with upcoming DLC. After an investigation, UK's Advertising Standards Authority (ASA) has ruled in favor of the publisher.

"The ASA acknowledged the belief that players' choices in the game did not influence the outcome to the extent claimed by EA," said a statement from the advertising regulator, as reported by CVG.

"However, we considered that the three choices at the end of the game were thematically quite different, and that the availability and effectiveness of those choices would be directly determined by a player's score, which was calculated with reference to previous performance in the game(s)."

"We also acknowledged that there appeared to be a large number of minor variations in the end stages of Mass Effect 3, and that those were directly impacted by choices made by players earlier in the game(s)," the statement continued.

"Whilst we acknowledged that the advertiser had placed particular emphasis on the role that player choices would play in determining the outcome of the game, we considered that most consumers would realize there would be a finite number of possible outcomes within the game and, because we considered that the advertiser had shown that players' previous choices and performance would impact on the ending of the game, we concluded that the ad was not misleading."

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Latest comments (4)

Pier Castonguay Programmer 5 years ago
I've finished the game yesterday, I though the ending was pretty cool at first and did not really understand the hate. Then I watched the others ending on youtube: Red Blue or Green Laser. Wow now I understand. On the other end, I do agree that the rest of the game always reacted to choices the player made, I would even say some possibilities were a bit superfluous/unnecessary with character importation and everything.
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Alfonso Sexto Lead Tester, Ubisoft Germany5 years ago
Cool, maybe now we can bury this fanboy nonsense.

Sometimes you see a movie or read a book and the end is no good. Then you deal with it and on to the next one, the over/reaction of some fans with ME3 makes me feel ashamed of being a gamer.
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Anthony Gowland Consulting F2P Game Designer, Ant Workshop5 years ago
I had whole different civilisations saved or wiped out when I played, to what a friend had.

Satisfaction with ME3 seems to come down to if you think "the end of the Mass Effect story" relates entirely to a 2 minute closing cinematic, or if you take the events of the entire game to be the ending of the trilogy.

It's like saying that the end of Star Wars is rubbish, because after all that conflict and character investment, all you get is teddy bears having a party. That's what happens at the very end of the last film, but the entire film is the ending to that story.
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Ian Brown IT Developer / IT Infrastructure 5 years ago
Satisfaction with ME3 seems to come down to if you think "the end of the Mass Effect story" relates entirely to a 2 minute closing cinematic, or if you take the events of the entire game to be the ending of the trilogy.
I didn't think it was that bad but my biggest pet hate in the game though was that Bioware pretty much painted the biggest bulls-eye on Shepherds head from start to finish in ME3. Pretty much everything any one said to you was like you had some terminal illness and reminded me of the character "Dead Meat" in Hotshots. So by the time I got to Earth I had no surprise what so ever. Overall I really loved the ME trilogy and doubt I'll love another game so for quite a while. Can't wait for what Bioware will do next but I wont expect another ME (original game) experience for a while.
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