Watchdog slams Eidos text ad
12 April 2012
A text message sent by computer games maker Eidos telling thousands of mobile phone users to report for military duty was banned today by the Advertising Standards Authority.
The spoof message was in fact an advert for Eidos's computer game Commandos 2, but brought a complaint from an ex-serviceman that it could cause fear and distress.
"Please report to your local army recruitment centre immediately for your 2nd tour of duty. Commandos 2 on PC, It's More Real Than Real Life -- out today from Eidos," it read.
"The Authority considered that at first glance the text message could distress recipients," the Advertising Standards Authority (ASA) said.
Eidos, creators of cyber heroine Lara Croft, withdrew the advert and apologised for any distress.
