Although the controversial ad was never released in the U.S., the Internet has enabled people around the world to view (and possibly be offended by) the PSP campaign. Sony has decided to pull the ad and has apologized. With the Internet being as pervasive as it is today, Sony and all marketers will have to be more careful in future advertising efforts.
"We... recognize that people have a wide variety of perceptions about such imagery and we wish to apologize to those who perceived the advert differently to that intended. In future, we will apply greater sensitivity in our selection of campaign imagery, and will take due account of the increasingly global reach of such local adverts, and their potential impact in other countries," said Nick Sharples, Sony's Director of Corporate Communications in Europe, according to GamePolitics.com.
California Assemblyman and anti-violent video games activist Leland Yee, who immediately condemned the controversial PSP ad, also issued a new statement applauding Sony for making amends.
"I am pleased to see Sony taking responsibility for their racially-charged ad and appropriately pulling it from the marketplace," he commented. "Sony did the right thing by recognizing their insensitive mistake and apologizing for offending many of their customers."