Update: Sony is considering action against the ad agency for the unauthorized use of what looks like a PlayStation controller. In addition, Codemasters and Konami have both expressed their disagreement. Konami mentioned its Dance Dance Revolution series, which requires standing and moving, and Codemasters' CEO Rod Cousens said, "Governments have a unique ability to get it wrong."
Game publishers have begun speaking out against the "Change4Life" ad campaign, which draws a direct link between video games and early death. For whatever reason, Sega and Atari do not wish for their multimillion-dollar businesses to be associated with the death of children.
Sega Europe president and COO Mike Hayes told MCV that the company is "very disappointed" with the ad. "It remains a deep frustration that video gaming is selected to present a negative image of the UK's children, youth, consumer at large and the industry." He said that a "poorly informed advertising agency" must be responsible for an ad that singles out gaming instead of more passive media like television, music, and reading.
Atari has also spoken out against the ad, announcing its support for MCV's complaint, and saying that "At best, the campaign is misleading and at worst, damaging to the industry, its reputation and its potential." In addition, the developer organization TIGA also registered its displeasure with the ad, filing a formal complaint with the Advertising Standards Authority.
The Department of Health issued a statement in defense of "Change4Life," saying that it is "not saying that children shouldn't play computer games or eat treats, but parents and children need to be aware of the benefits of a balanced diet and an active lifestyle."
Source -- Sega
Source -- Atari
Source -- TIGA
Source -- UK government responds
