The advertisements were, according to Nokia, tapping into the competitive spirit of the typical gamer and were trying to communicate the fact that by using N-Gage the gamer could play anywhere at any time. Nokia said its approach "was suitable for selling a gaming brand and represented a style of advertising typical of the gaming genre".
One poster ad showed a picture of an alleyway at night, together with the words, "This is where I took on three guys ... and made them cry like babies." The ASA did not approve, considering that the photo "showed a realistically dark and lonely place that was a likely location for assault and an unusual location for game-playing." The ad, said the ASA, was likely to cause serious or widespread offence or distress.
A second ad showed a picture of a changing room and lockers together with the words, "This is where I made Kev look small". The Authority considered "that the photograph could be seen to represent a school changing room" and that "the advertisement could be interpreted as a depiction of bullying and was likely to cause offence and distress".
Another ad showed a photo of a caravan in front of trees, and stated, "This is where I left Kate, Lucy and Michelle begging for more". The ASA took a dim view, stating "that the expression 'begging for more' in conjunction with three women's names had sexual connotations and that the advertisement was likely to cause serious or widespread offence".
The Authority took a similar line with another ad that pictured a road and lit bus shelter at night together with the words "This is where I got further with Lara than anyone else."
In a cinema ad, the caravan scene and wording was used again, with the camera then panning to an empty road and the words, "This is where I cried for help".
According to the ASA, "in conjunction with the text, the photograph of a caravan in an isolated location could be seen to be sinister and to suggest entrapment of women for sexual purposes. The Authority concluded that the advertisement could be seen to condone or encourage sexual violence towards women".
Complaints over a further two adverts were upheld, while the ASA dismissed complaints over another three ads. The ASA asked Nokia to discontinue the offending ads.
According to news site The Register, Nokia intends to update its ads in response to the ruling.