ASA launches violent ad investigation

Inquiry thought to be a pre-emptive measure to counter Government's video game report.

Following the launch of a Government investigation into protecting children from violent video games and adult internet sites, the Advertising Standards Authority (ASA) has initiated its own report looking at violence in advertising, deemed as a preventative measure to avoid any state sanctioned bans or restrictions.

ASA chairman and former culture minister Chris Smith will launch the first-of-its-kind inquiry, which will evaluate the criteria by which the regulatory body judges advertising content and how better shield minors from offensive material, reported Marketing Week.

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