Remember those adverts and trailers for Aliens: Colonial Marines? The ones with the moody lighting and lovely textures? Well, when the game was released, it failed to look quite that good and many customers and onlookers were very vocally annoyed by that. Some even stopped venting on forums long enough to complain to the Advertising Standards Authority.
The response letter from the ASA has been linked on Reddit by the user who received it. In that letter, Sega acknowledges that the trailers “did not accurately reflect the final content of the game.” The company also asserts that the trailers were created using the in-game engine, which, given the similarities between those trailers and the final product, seems obvious – even if it was a version of the in-game engine that had much more devotion to lighting models.
Sega has agreed to post a disclaimer on the videos to notify viewers that they depict demo versions of the game, rather than the finished product. There’s no mention of a fine with the ASA stating that they don’t think the ads, with this disclaimer in place, are likely to mislead.
As you’ll see in the trailer embedded above, this disclaimer is not yet in place on the YouTube videos, which actually have a large pre-roll notice that it’s all “in-game footage” – something which , in-game engine or not, is seemingly untrue. This video was posted by Sega of America, so perhaps the concession to the ASA will only apply to Sega’s UK practices. That’s something which is mostly useless in the internet age, of course.