PEGI:
What is PEGI and where is PEGI based? PEGI stands
for Pan European Game Information. It is a European video game
content rating system established to help European consumers make informed
decisions on buying computer games with logos on games' boxes. The developers
are based in Belgium.
How does PEGI rate games? PEGI rates games through adding logos on games' boxes
which depicts if the game has violence or sexual content etc. and adds an
overall rating such as 18+ or 3+.
What are the age classifications used by
PEGI?3, 7, 12, 16, 18
What are the seven aspects that PEGI look for
when giving a game a rating (e.g. violence)?Violence,
Bad language, Sexual Content, Use of drugs, Gambling, Fear, Discrimination,
Online games.
What is PEGI online? What does PEGI online
regulate?PEGI online was formed in 2007. It's
an addition to the PEGI system for online games and aims to give young people
in Europe improved protection against unsuitable online gaming content and to
educate parents on how to ensure safe online play.
ASA:
What is the ASA's mission?
Quoted from there website:
"Our mission is to ensure that advertising in all media is legal,
decent, honest and truthful, to the benefit of consumers, business and society.
We
aim to achieve our mission by getting better at regulating ads in all media,
and in particular by:
·
Making
a success of regulating online ads
·
Being
an effective part of the response to societal issues shown to be affected by
advertising
·
Placing
more emphasis on prevention rather than cure
·
Being
more efficient and in tune with consumers, business and society"
What are the ASA's values?
Quoted from there website:
"Our shared values are to be:
·
Consistent
and proportionate
·
Reliable
and ethical
·
Fair
and respectful to all
·
Accessible
and helpful
·
Intelligent
and thorough, but also timely and proportionate
·
Open
and accountable, acting with integrity and never being afraid to admit when
we’re wrong
·
An
excellent team, inspiring excellence in each other"
Complaint:
The company that was advertising: Beko PLC
Why someone complained:
Indesit
challenged whether the claim "The UK's bestselling home appliance
brand":
1. was misleading and could be substantiated, because they understood
that the claim was based on a subset of the home appliances product group and
not on the entire range of home appliance products; and
2. was misleading, because they believed that most viewers would not
understand to what the qualifying text "GfK, Total MDA 6, volume sales,
Aug12-Jul13" referred.
Whether the complaint was upheld and why:
Upheld because the ASA understood that the claim "The UK's best-selling
home appliance brand" was based on sales of GfK's MDA6 category.
