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MCV complains to ASA over anti-games Govt ad

'Unfair, inaccurate' campaign highlighted; 'Promotion genuinely threatens small business'

MCV has submitted an official complaint to the Advertising Standards Authority over the Government's new Campaign4Life print advertisement.

The industry reacted furiously this morning to news of the ad, which has been created by the Department of Health in association with Cancer Research, The British Heart Foundation and Diabetes UK. ELSPA has also weighed in on the issue.

The ad depicts a young boy holding a PlayStation controller beneath the words 'Risk an early death. Just do nothing.'

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