Health Ad Controversy Grows News

On Monday we reported on the growing anger within the UK game industry surrounding an advert that is being used by the government's Change4Life health campaign.

The advert, which pictures a child holding a PS3 controller alongside the caption "Risk An Early Death, Just Do Nothing", has been condemned by major organisations in the industry including Sony (which is reportedly considering legal action), Atari, Codemasters, Konami, and SEGA.

While the UK government has made its support for the ad clear, evidence has now surfaced from MCV that shines a light on the funding of the Change4Life campaign, which makes for more than interesting reading.

It seems that over £200 million has been donated to the government's Change4Life campaign by an organisation called Business4Life, which incorporates the interests of companies such as Coca-Cola, Nestle, Pepsi Co., Cadburys, and Mars.

Broadcasters including ITV, Channel 4, Five, BSkyB, Viacom and Virgin Media also have a stake in the investment, with the Business4Life organisation reportedly having been granted influence over the editorial direction of the Change4Life campaign.

Although no companies within the game industry were invited to contribute to the Business4Life campaign upon its inception, the organisation's Marketing Director, Jane Holdsworth, is now encouraging the industry to get involved.

"It's a shame - a combination of us not having contacts and games companies not coming forward," she explained. "We would be delighted to have the games industry involved in future. Our members meet regularly with the Department Of Health, and are given opportunity to express opinions about upcoming campaigns - which helps avoid nasty surprises."

In the wake of Holdsworth's comments, Nintendo has reportedly expressed its interests in opening preliminary discussions with Business4Life.

Holdsworth was also understanding of the game industry's objections to the Change4Life health ad in question: "It's irrational and grossly unfair to pick on a single product like that. I'm surprised, because the Department of Health's own research shows negative advertising is not effective."