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UK Advertising Standards Authority clears Mass Effect 3


The Advertising Standards Authority (ASA) of the UK will not act on claims that Electronic Arts misled consumers about Mass Effect 3 when it advertised "decisions you make completely shape your experience and outcome."

"The ASA acknowledged the belief that players' choices in the game did not influence the outcome to the extent claimed by EA," the group wrote in a statement obtained 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).

"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."

The charges against EA were brought by consumers unhappy with Mass Effect 3's conclusion. Developer BioWare is currently in the process of creating an "extended cut" ending that will hopefully be more satisfactory.

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