Sony dodges PlayStation Portable ad complaints

ASA throws out complaints that references to sex and bad language were unsuitable for children

Sony Computer Entertainment Europe has overturned a number of complaints directed at a recent PlayStation Portable poster campaign. 

Consumers complained to the Advertising Standards Authority (ASA) about the series of ads for the portable console system, which included phrases such as 'Strong language and scenes of a sexual nature here', 'Saucy emails won't get you fired here' and 'Your girlfriend's white bits here'. 

The complainants argued that references to sex and bad language were offensive and unsuitable for children, and that the ads were likely to encourage or condone violent or anti-social behaviour, particularly among young people.

One complainant even believed one of the adverts could encourage young teenagers to take and store indecent photos of other children.

TBWA London, the advertising agency acting on behalf of Sony Computer Entertainment Europe, argued that the adverts only intended to highlight the services available on the PSP. 

The advertising company added that the heritage of the PlayStation brand was tongue-in-cheek, and that other consumers who were likely to see the ads would perceive them as irreverent, not offensive.

The ASA dismissed all of the complaints. "Although we accepted that the scenarios suggested by the ads could be inappropriate for some readers, we considered that the ads were unlikely to encourage or condone violent or anti-social behaviour," the ruling said.

The judgement also found that the reference to 'Your girlfriend's white bits' was likely to be interpreted as "bawdy" rather than offensive.