The ASA said that it would uphold the complaint. Eidos had argued that “the text message had been designed in the manner of Second World War call out to new recruits” and that it had apologised for any distress caused by the advert. The company said it had never intended to insult its customers.
The ASA said that “at first glance the text could distress recipients” and “welcomed the advertiser’s assurance that they would not repeat it.”
The ASA ruled that the text message contravened two clauses of the advertising code, first that no advert should cause fear or distress without good reason and secondly that advertisers should ensure that advertisements are designed in such a way that it is clear that they are advertisements.