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ASA dismisses GTA IV ad complaints

Authority supports Rockstar following complaints of violence in TV ad

The Advertising Standards Authority in the UK has dismissed a number of complaints for an advert for Rockstar's Grand Theft Auto IV on the Xbox 360.

A total of 17 viewers took exception of the ad which shows central character Niko Bellic strolling through a city as criminal acts occur, ending with Bellic smashing a car window and driving away.

Ten viewers complained about the violence, while seven took exception to the time of the broadcast.

After consulting with Rockstar, the ASA agreed that the audience during the broadcast was most likely made up of adults, and that the violence in the ad was exaggerated and cartoon-like.

"Although some viewers may object to the nature of the game, the ad itself did not feature sequences that were likely to have a direct harmful influence on children or young people," said the ASA.

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Matt Martin avatar

Matt Martin


Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.