In UK, Bully: Scholarship Edition TV Ad Escapes Censure

July 9, 2008 -

As reported by vnunet, the UK's Advertising Standards Authority (ASA) has declined to take action against a commercial for Rockstar's Bully: Scholarship Edition.

The ASA received 31 complaints about the ad:

The game's main character is seen in the ad destroying property, firing a catapult and shielding himself from a burning substance in a science classroom. Two other characters are shown lifting another student by his underpants...

 

Several viewers, some of whom had experienced bullying, described it as 'offensive and distasteful'.

 

Others said that it 'glorified, trivialised and encouraged bullying and violence', and that it was scheduled inappropriately because it could be seen by children.

Take Two argued that the ad was comedic in nature and that sensationalized media coverage of Bully: Scholarship Edition probably led to some of the complaints. 


Comments

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

35 complaints? big deal, even this mention of the ad alone has 19 comments - and the entire united states only brought up 35 complaints?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

31 complaints to the ASA isn't that much. Ads get hundreds of complaints from people all the time, but the ASA are usually pretty good about upholding or dismissing them. I'm pretty sure there's people around who just spend their time complaining to the ASA about adverts they don't like ^^

 

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Wait...this looks just like the commercial I could've swore I have seen in the past couple weeks on our US television airwaves...

...does that mean....?....*gasp*....

...ah nevermind, too tired, I'll leave you to fill in the gaps. Ciao

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I was in a car accident several years ago, and I always flinch and get dizzy every time I see a car accident occur in a movie, or on T.V.. I'm pretty sure I've yet to stand up and complain on how fictional car accidents make me feel uncomfortable.

Put short- grow some balls- THIS was the reason you were probably picked on.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

how emotionally damaged are you when a cartoon of somebody giving you a wedgie causes you to write a letter to station?

 

 

perhaps these people should find some kind of artificial womb  to cower inside for the rest of their lives.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

"shielding himself from a burning substance in a science classroom."

 

....Wait.  So does this mean that the UK is against chemistry?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I am a little confused by this story and the YouTube link.

I thought that technically, there was no such game as "Bully" released in the U.K. I thought the game in question was re-titled to the fictional school's motto (something like"Canus Canem Edit" -- "dog eat dog" in  Latin maybe?), because back before the PS2 edition even launched there was already enough concern about hypersensitive, whiny Brits who would claim offense at even having to read the word "Bully." Or something like that.

In any case, I think the YouTube link is  a North American ad, with the ESRB rating and all -- I can't believe it's exactly the same one this story is about.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

I think I speak for everyone here when I say that if you got a wedgie in your life and were then disturbed when you saw one reinacted in a videogame to the point where you came out and made a public comment about it being "offensive and distastefull"...that you deserved it, and should probably get another wedgie in the near future, for good measure.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Well said. I agree.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

31 complaints? People have too much time on their hands.

You know, I was bullied somewhat viciously throughout elementary and junior high school (moreso the former) and this is one of my favorite games ever. Because I can recognize the wit and satire, not to mention the gameplay is engrossing and fun.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

It's just plain stupid, seeing as how one of the things you must do in the game is fight bullies.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

 Hmm, hasn't any of the complainers read the Beano before? Much worse things happen to the Bash Street Kids or Dennis the Menace.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

So... My question is "How can something glorify and trivialize something at the same time?" I mean, honestly, aren't the two kinda mutually exclusive?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

...shielding himself from a burning substance in a science classroom.

apparently the UK has a screwy view about safety.

岩「…Ace beats Jack」

岩「…I can see why Hasselbeck's worried about fake guns killing fake people. afterall, she's a fake journalist on a fake news channel」

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

That was my thought as well. I certainly wouldn't put my face over a tank of water whilst dropping sodium into it during Chemistry, for example.

Damn strange thing to find offense at...

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Oh lord, people are /still/ complaning about Bully?  Argh, well, good for the ASA for not taking any action.  Ugh, I swear though, people are stupid.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Wait, so this stuff is bad, but the horror movies can show much worse in their ads at all times of the day? What a double standard.

I was often the victim of bullies when I was growing up, up until the time I fought back, then it was much better. Parents and teachers need to learn that walking the kid from class to class doesn't fix things, it makes things worse. They can't do anything to stop bullying, the only person that can is the person being bullied, usually by making it clear that either it is not worth bullying them, or by making it no longer "cool" to bully them. Parents and teachers really can't do anything for that.

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

 > Wait, so this stuff is bad, but the horror movies can show much worse in their ads at all times of the day?

HUh? Last I checked horror movies are shown after the watershed (9pm).  

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

Does a crate count as property?

Re: In UK, Bully: Scholarship Edition TV Ad Escapes Censure

So basically, people are still whining about Bully?

-Gray17

 
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Mattsworknameanother07/28/2015 - 9:16pm
Mattsworknameyou HAVE TO click on it. So they get the click revenue weather you like what it says or not. as such, the targeting of advertisers most likely seemed like a good course of action to those who wanted to hold those media groups accountable for one reason07/28/2015 - 9:16pm
MattsworknameBut, when you look at online media, it's completely different, with far more options, but far few ways to address issues that the consumers may have. In tv, you don't like what they show, you don't watch. But in order to see if you like something online07/28/2015 - 9:12pm
MattsworknameIn tv, and radio, ratings are how it works. your ratings determine how well you do and how much money you an charge.07/28/2015 - 9:02pm
Mattsworknameexpect to do so without someone wanting to hold you to task for it07/28/2015 - 9:00pm
MattsworknameMecha: I don't think anyone was asking for Editoral changes, what they wanted was to show those media groups that if they were gonna bash there own audiance, the audiance was not gonna take it sitting down. you can write what you want, but you can't07/28/2015 - 8:56pm
MattsworknameAndrew, Im asking as a practical question, Have gamers, as a group, ever asked for a game, or other item, to be banned. Im trying to see if theres any cases anyone else remembers cause I cant find or remember any.07/28/2015 - 8:55pm
Andrew EisenAs mentioned, Gamasutra isn't a gaming site, it's a game industry site. I don't feel it's changed its focus at all. Also, I don't get the sense that the majority of the people who took issue with that one opinion piece were regular readers anyway.07/28/2015 - 8:43pm
MattsworknameDitto kotaku, Gawker, VOX, Polygon, ETC07/28/2015 - 8:41pm
MechaTama31So, between pulling a game from one chain of stores, and forcing editorial changes to a media source, only one of them strikes you as being on the edge of censorship, and it's the game one?07/28/2015 - 8:41pm
Andrew EisenHave gamers ever tried to ban a product? Can you be more specific? I'm not clear what you're getting at.07/28/2015 - 8:41pm
Mattsworknamethey should have expected some kind of blow back. But I didn't participate in that specific action07/28/2015 - 8:41pm
MattsworknameAndrew Youd have to ask others about that, I actualyl didn't have much beef with them till last year, so I can't speak to there history. I simply feel that gamesutra chose politics over gaming and chose to make enimies of it's prime audiance. For that,07/28/2015 - 8:40pm
Andrew EisenI'm still not clear on how Gamasutra was lacking in accountability or what it was lacking in accountability for.07/28/2015 - 8:38pm
MattsworknameAndrew: You and I agree on most of that. I don't diagree that there should ahve been other actions taken. Now, I do want to point something out, casue Im not sure if it's happened. Have gamers ever tried to have a product banned?07/28/2015 - 8:37pm
Mattsworknameimproperly. Neither is good, but one is on the edge of censorship to me, while the other is demanding some level of accountability from public media provider. but thats just my view point07/28/2015 - 8:36pm
MattsworknameEZK: You can treat it as bullying or what not, As I've pointed out, I didn't like either practice, I made that clear. But I do hold some different between trying to pull a product from the shelves, and calling out a media outlet that you feel has acted07/28/2015 - 8:35pm
E. Zachary KnightMatt, So you feel confident enough to make the call that petitioning target to remove GTAV is "bullying and threatening" but not confident enough to make the call on Intel/Gamasutra. Finding it hard to take your gripes seriously.07/28/2015 - 8:27pm
Andrew EisenAs for gamers holding media sites accountable? If you mean, how to respond to opinion pieces you disagree with, yes, there are tons of more appropriate means.07/28/2015 - 8:27pm
Andrew EisenAgain, no one likes being lumped in with the bad apples. Gamers or feminists so lets all strive not to do that, yes? Could the petitioners gone about it a better way? Yes, it could have been more factual in its petition, for starters.07/28/2015 - 8:25pm
 

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