Mass Effect 3 screenshot
Mass Effect 3 screenshot

EA did not mislead consumers about how much player choices would influence the ending of Mass Effect 3, the Advertising Standard Agency has ruled.

The Mass Effect 3 website stated: "Your choices drive powerful outcomes, including relationships with key characters, the fate of entire civilisations, and even radically different ending scenarios."

However, the ASA received complaints that BioWare and EA had overplayed the extent to which player choices affected the game's ending.

The ESA has revealed that the complaint has not been upheld, but acknowledges player complaints.

"The ASA acknowledged the complainants' belief that players' choices in the game did not influence the outcome to the extent claimed by EA.

"However, 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 EMS 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 ME3, and that those were directly impacted by choices made by players earlier in the game(s).

"Whilst we acknowledged that the advertiser had placed particular emphasis on the role that player choices would play in determining the outcome of the game, we considered that most consumers would realise there would be a finite number of possible outcomes within the game and, because we considered that the advertiser had shown that players' previous choices and performance would impact on the ending of the game, we concluded that the ad was not misleading." Analysis

Will EA use the same advertising to promote the upcoming Wii U version of Mass Effect 3?

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User Comments

Clockpunk's Avatar

Clockpunk@ FantasyMeister

While EA gives us BS... ;)

(for what its worth, I didn't mind the ending...)
Posted 20:37 on 13 June 2012
FantasyMeister's Avatar

FantasyMeister@ Clockpunk

Of course, Redbull gives you wings.
Posted 20:07 on 13 June 2012
Clockpunk's Avatar


So exaggerated hyperbole is fully permitted within the industry, it seems...
Posted 19:17 on 13 June 2012
FLYER80's Avatar


Hmmm... I'm guessing that the people that made the final ruling having even played the game. The ONLY difference in the endings was the colour of the light, everything else was the same (a quick look on youtube would confirm that).
Posted 17:16 on 13 June 2012
Endless's Avatar

Endless's almost like they're making sense!
Posted 17:07 on 13 June 2012

Game Stats

Technical Specs
Release Date: 06/03/2012
Developer: Bioware
Publisher: Electronic Arts
Genre: Action
Rating: PEGI 18+
Site Rank: 494 17
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