I'm with the ASA, actually. They're not picking on the game at all, just an advert in the mainstream media with a message that runs contra to the current driving responsibility ads. We all complain about being victimised, but in this case, I think the ad itself was doing the community more harm than the authorities' attempts to ban the ad. Just the ad. The ASA can't ban a game. OK, to us the ad is witty, but out of context it's offensive to some folk, and while I'm all in favour of offending people, it should at least have some other value... this doesn't. As the article said, the game was released a while back anyway. That's not a reason to defend the ad, quite the contrary! It's too late for the ad to serve its intended purpose, and it's bugging people, so why bother with it? 37 complaints is actually reasonably high here, especially for a low-circulation ad (well, I haven't seen it yet). Take the recent Eastenders furore. A woman's chained to a bed & threatened with a caesarian, with no pre-show warning, high percentage of young viewers... 80 complaints. 37 for an advert, then, is pretty huge. I'd say therefore it's indicative of a relatively high proportion of people who see the ad being irked by it. 5000 people in the US? Well, the US is BIGGER. Also, the US culture is more... outspoken. Sure, billboards might be worse... so they're bad. That doesn't make this good.