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Download 132/04 - Advertising Standards Bureau
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1. 2. 3. 4. 5. 6. 7. Complaint reference number Advertiser Product Type of advertisement Nature of complaint Date of determination DETERMINATION 132/04 Atari Australia Pty Ltd (Hitman) Toys & Games Cinema Discrimination or vilification Other – section 2.1 Tuesday, 8 June 2004 Dismissed DESCRIPTION OF THE ADVERTISEMENT The advertisement is for an Atari game called “Hitman Contracts”. It depicts a man in a room preparing his weapon to kill another man. The man about to be killed is depicted running through a car park to get to his car away from the killer. The tagline is “When you kill for money there are no rules. Enter the mind of a ruthless Assassin.” THE COMPLAINT Comments which the complainant/s made regarding this advertisement included the following: “The ad itself was not violent. I just think it is disgusting that this type of material can pass and be promoted as entertainment.” “It is my opinion that the ad gives the impression that a cold-blooded killer is superior and enviable for being cool to another man who is frightened at the thought of his being murdered. That’s just sick to me.” THE ADVERTISER’S RESPONSE Comments which the advertiser made in response to the complaint/s regarding this advertisement included the following: “…. the letter of complaint acknowledges that the imagery was ‘Slightly Plasticky finish’ and also acknowledges that it was recognised as ‘Obviously Computer Graphics.’ The fact that this is known lessens the impact of the ad knowing that all is not real.” “There are no depictions of violence, there are no depictions of the character mentioned being actually hurt.” THE DETERMINATION The Advertising Standards Board (“Board”) considered whether this advertisement breaches section 2 of the Advertiser Code of Ethics (the “Code”). The Board found that the depiction did not contravene the provisions of the Code relating to discrimination/social values. Further finding that the advertisement did not breach the Code on any other grounds, the Board dismissed the complaint.
