MCV reported this morning that an ad campaign titled "Change4Life," currently running in the United Kingdom, is targeting the region's gaming populace with some fairly suggestive remarks. Drawing a correlation between childhood game playing and "an early death," the British Heart Foundation, Diabetes UK and Cancer Research seem to have made an enemy in MCV, attracting an official complaint filed with the Advertising Standards Authority.

MCV's Tim Ingham puts his site's opinion into perspective in a response post to the ad campaign, saying, "Change4Life's advertising campaign makes a mockery of everything the industry has achieved in the last decade. And it's bang out of order." We're inclined to agree with him based on what we've seen so far. For shame!

This article was originally published on Joystiq.

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