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The Advertising Standards Authority (ASA) has criticised Sony for its PS3 campaign saying that the ads “condone or glamourise violence or anti-social behaviour, especially among young people”.
TBWA, the ad agency that made up the advertisements, received 23 complaints around four separate concerns of nudity, strong language and the glamourisation of violence. This advertisement features a variety of characters including Lt. Kovac, a fictional ex-soldier from the Croatian army, turned freedom fighter.

In one internet ad seen on several websites like Yahoo and BT, the said character is seen holding a knife and then a gun with on-screen text reading: “You on my side? Listen up, I’ve killed for less.” The text then continues “Kovac: Mercenary or Misunderstood?” with the PlayStation slogan “This is living” at the end of the advert.

The ASA has instructed Sony to amend future internet ads where the content could be seen to condone or glamourise violence or anti-social behaviour.

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