Computer game firms attack 'early death' advert

Computer games makers have launched a furious attack on the Government over an advertising campaign linking computer games to an early death.

The advertisement for the Change4Life campaign - backed by the British Heart Foundation and Cancer Research - shows a child playing a Sony PlayStation and has the slogan: "Risk an early death, just do nothing."

The computer games industry has complained to the Advertising Standards Agency saying it was "very disappointed" with the Department of Health.

Mike Rawlinson, director general of the Entertainment and Leisure Software Publishers Association, said: "When we became aware of the adverts we called for a meeting with the [Department of Health]."

He said they were told that the responsibility lay with the non-governmental organisations involved and added: "We are now informing [these organisations] of the responsible position taken by the industry."

A spokesman for games maker Atari said: "At best, the campaign is misleading and at worst, damaging to the industry."

However, the Department of Health today defended the advertisements and a spokesman said: "We are not saying children shouldn't play computer games but parents and children need to be aware of the benefits of an active lifestyle."