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Mass Effect 3 advertising ‘not misleading’ ad watchdog concludes

Mass Effect 3 advertising ‘not misleading’ ad watchdog concludes

An advertising watchdog agency has cleared Electronic Arts in an investigation whether the publisher’s Mass Effect 3 ads misled gamers about how their actions would impact the ending of the game.

John Keefer

June 13, 2012 12:00 PM7

Vocal haters of the Mass Effect 3 ending won’t be happy, but an advertising watchdog agency has cleared Electronic Arts in an investigation whether the publisher’s ads for the game misled players about how their actions would impact the finale.

A ruling from the Advertising Standards Agency determined that, while EA may have overreached a bit in its claims in a Mass Effect 3 ad that “decisions you make completely shape your experience and outcome,” the three endings were different enough and the outcomes were determined by how the players performed in the three games.

The ASA, which got involved after complaints about the ads, continued (via CVG):

BioWare will be releasing Extended Cut DLC for free later this summer that offers a bit more explanation of the ending.

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