The ASA rules Mass Effect 3 ending not misleading

According to the Advertising Standards Authority (ASA), the ending of Mass Effect 3 was NOT misleading. Yes, this is obviously still news. A lot of angry fans filed complaints, but in the end, the ASA deemed that Bioware did not mislead its customers with false advertising.

The ruling stated:

“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. Most consumers would realize 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.”

The full statement is here.

Hopefully, this will shut up the complainers. I, personally, could not agree more with the ASA’s statements.

Like myself, the ASA found that the end of the game was the final 3-5 hours and not just the assault on Earth. And with that being taken into consideration, all of the choices played out in all three games DID affect this part of the game. I liked the ending and felt everything was appropriate and would have not wanted it to play out in any other way.

With that being said, I am inclined not to download the additional footage Bioware is working on to explain the ending. I liked it as it was and respect the artistic vision that put all three games together. Would you have told Picasso to re-paint something because it didn’t satisfy your notion of art? I would hope not. This could start a dangerous trend where the masses control the story and not the writer/artist.

But I digress. The ASA agrees with me. Enough said.

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