EIDOS SHOT OVER
BOGUS CALL TO ARMS
Copyright 2001 www.tombraiderchronicles.com
[ November 14th 2001 ]
based computer games publishers Eidos PLC has
been reprimanded for broadcasting bogus mobile
phone text (SMS) messages telling people to register
at army recruitment centres as part of a co-ordinated
publicity campaign for the best-selling World
War II videogame Commandos II.
read, "Please report to your local army recruitment
centre immediately for your 2nd tour of duty.
Commandos 2 on PC. It's more than real life -
out today from Eidos." The Advertising Standards
Authority (ASA) upheld a complaint from a former
British Army officer saying the message could
distress recipients still haunted by the tragic
events of September 11.
Interactive has apologised for the oversight and
is introducing a stringent set of guidelines because
of the incident. In a statement, the company said,
"The SMS message was designed as a Second World
War call-out to new recruits advertising the availability
of the Commandos 2 computer game."
the text message was written many weeks before
the horrific events of 11 September. It was an
oversight on our part that it was then issued.
However, we are implementing new guidelines internally
and externally to prevent this situation happening
again. We would like to apologise for the distress
that this has caused."