ASA Rules in Favor of EA: No False Advertising For ME3

What did you think of Mass Effect 3′s ending? It certainly didn’t sit well with us here at GameFront. But the Better Business Bureau took it a step further by bringing EA’s advertising promise that “decisions you make completely shape your experience and outcome” to the attention of the Advertising Standards Authority (ASA). After an official investigation into the matter, however, EA has been deemed free and clear of any wrongdoing.

Said the ASA: “We considered that the three choices at the end of the game were thematically quite different, and that the availability and effectiveness of those choices would be directly determined by a player’s score, which was calculated with reference to previous performance in the game(s). We also acknowledged that there appeared to be a large number of minor variations in the end stages of Mass Effect 3, and that those were directly impacted by choices made by players earlier in the game(s).”

Ok, so EA avoids any legal wrist slap after all the non-legal swirlies it’s been receiving lately from a large contingent of angry Bioware fans. But evidently EA and Bioware either feel guilty or just want to shut players up, because the “Extended Cut” DLC, which will address the highly controversial endings, is due out this summer and will be free.

Surely, this could have all been avoided…


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10 Comments on ASA Rules in Favor of EA: No False Advertising For ME3


On June 13, 2012 at 9:50 pm

Even though this outcome is clearly not what most consumers wanted, the mere fact that this issue was such a big deal in the first place is a step in the right direction.

I’m still sad though…But I am optimistic that the EC will make everything better…


On June 14, 2012 at 12:05 am

Wait they said 3 different endings in the report but the contention was that EA promised 16 different endings.

Shouldn’t that make it an automatic lose for EA?


On June 14, 2012 at 3:42 am

This is complete nonsense, these irritated fans need to get overthemselves

If I didn’t like the ending of ET do you think if enough of us complain Steven Spelberg will release an “Angry Fanboy Extended Cut”, this time instead of hopping onboard his spaceship it transforms into a tank and he and his red chested chums instigate inter-galactic war on Elliot and the rest of humanity.

EA shouldn’t release do much as a press statement on this, if you didn’t like it well big shame life is full of little disappointments get used to it.

Personally I didn’t like the Final episode of the Sopranos but I’m not holding my breath for the Writer (Chase) to buckle under fanboy anger and re-write and shot that one but this time with a proper ending, it’s a story, it is what it is. Get over it and move on, feel that strongly about it? I bet you still buy the next game Bio-ware release! Guarantee it.


On June 14, 2012 at 4:10 am

I love Mass Effect so much that its unbelieve and im not the only one who loves it. But somehow I dont think it the “Extended cut” would change anything on my opinion about the end since it only a better explaination of the endings…Legends dont have do die.


On June 14, 2012 at 5:02 am

that is if we see it by the end of summer.

Mr Glassback

On June 14, 2012 at 6:27 am

If someone really wanted to nail them for breaking their word, then it wouldn’t be hard.
but Bioware never advertised all these promises, they just stated them in comments, which is how it doesn’t constitute as false advertising.

I don’t hold out much hope for the EC and wouldn’t be surprised to find some kind of sly dig at the reaction to the original ending inserted somewhere.
I would be really interested to find out how all this has affected the company in both financial terms and reputation. Has it even impacted them in a negative way at all?


On June 14, 2012 at 7:12 am


And yeah this could of been avoided if the fantards didn’t leak the original script making EA/Bioware bricks thinking “OMG THEY KNOW THE SCRIPT WE NEED TO CHANGE OR ELSE EVERYONE IS GOING TO CANCEL THEIR PRE-ORDERS”


On June 14, 2012 at 8:04 am

Yay, fanboys got what was coming to them.
In other news, game developers now have the precedent of being able to lie through their teeth in interviews and not being held legally accountable when the product doesn’t even begin to meet their promises.
Hurray for consumer rights and awareness.


On June 14, 2012 at 10:26 am

What…? o.o

I agree with Zach, no matter how you look at this the marketing was complete bollocks.

Ron Whitaker

On June 15, 2012 at 5:21 am

Factualinstanity actually gets it. EA’s advertising, which this investigation focused on, was never the issue. What was the issue? The myriad statements made by the game’s developers in the press.That’s where the ’16 endings’ quote came from. That’s where all the expectations were created.

I don’t think anyone ever said that EA’s advertisements were misleading, mostly because no one listens to EA.