ASA bans misleading Xbox 360 video rental service ad

by Xav de Matos { Feb 11th 2009 at 6:00PM }

UK's Advertising Standards Authority (ASA) has struck an advertisement for Xbox 360's video download service with the ban hammer because it did not disclose the expiration time frame of Video Marketplace content.

The ASA investigated the advert after receiving a complaint that it did not specify Microsoft's actual policy on video rentals, which states that rentals will become unwatchable 24 hours after initial viewing or 14 days after purchase. The ASA concluded that "new users could be influenced to purchase" with the belief that they would own the right to watch the film at any time.

According to Webuser, Microsoft argues the brief television spot did not allow enough time to detail the entire Video Marketplace policy, but the ASA maintains the service has "significant conditions" that must be disclosed to consumers. It's true, gamers, you really don't own anything you put into your Xbox 360 console. Cracking it open will only reveal a stack of digital IOU's.

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Tags: advertising, advertising-standards-authority, asa, banned, uk, video-marketplace

Reader Comments (Page 1 of 1)

DBoyFlex @ Feb 11th 2009 6:49PM

It is somewhat true. It seems as though there is a lot of fine print regarding downloadable stuff. Ie license transfers once per year, time frame on videos, etc. Any experienced gamer would know, but the layman would easily overlook stuff only to be disappointed later. They should somehow make these details more accessible to the average person. Buyer beware I guess.

yolarrydabomb @ Feb 11th 2009 7:25PM

I hate those fine prints with a font size of 1 or 2. Just makes me feels like this is a bad idea.

mernmern @ Feb 11th 2009 7:25PM

Renting.... Renting.... all rentals have rules, whether it be a game, movie, or house. Thus, anyone who rents, should automatically assume there are specific guidelines that must be met. A failure to understand this basic principle would certainly be the least of the consumers' multitude of issues, which would likely include being deaf, dumb, and blind.

Tony @ Feb 11th 2009 7:31PM

I really wish they'd change it to 48 hours. I have a good broadband connection... I was downloading a movie, the 360 told me it was ready to play. 45 minutes into the movie it stops because it's reached as far as it could go. I tried watching it the next day, too bad. That's it.

The things cost almost as much as a rental and I get a day to watch them in? Come on.

john paul @ Feb 11th 2009 7:58PM

What do they think RENTING means? Surely the people of UK don't need everything spoonfed to them...

bboston7 @ Feb 11th 2009 8:36PM

The point is they don't know how LONG they can rent it

john paul @ Feb 11th 2009 8:51PM

"The ASA concluded that "new users could be influenced to purchase" with the belief that they would own the right to watch the film at any time."

They make it seem like they're making a purchase to own...not a rental. People know that they won't have it all the time.

lasersanchez @ Feb 12th 2009 8:20PM

I know the current marketplace uses the word "rent" but I remember not seeing it at all a few months back on the old dashboard.

sleepydumbdude @ Feb 11th 2009 9:43PM

I wish they'd change it to a little over 24. There are several times within the 24 hour period I barely make it. 30 would be better. I usually begin watching them at certain times when I'm off work. If something else comes up most likely I won't be able to watch it until around that same time the next night.

Delirium @ Feb 11th 2009 9:50PM

Meh, not much reason to use the download service anymore, anyway. Since I've become a Neflix subscriber, I can get both instant and regular DVD's within a day or two.

This whole thing was kind of shady, anyway, if you ask me. 24 hours my ass.

CABALLOTE @ Feb 11th 2009 10:36PM

It's business. Yet, on the flipside, ASA is just trying to do the right thing...whether it's a futile attempt at reformation in the industry or simply trying to look out for it's people. Regardless, it's expected from the ASA and therefore nothing serious.

On a different note...
I know someone's got to deliver the negative news but you seem to delight in it. Xav, you seem like a troll straight out of N4G.com sorry to tell you. And yes, I'm calling you out.

DjDATZ @ Feb 12th 2009 9:07AM

Stupid stupid stupid Microsoft. Then again, that 24 hour crap is bullshit too.

kentawilson @ Feb 12th 2009 2:07PM

Funny how when you rent it tells you how long you have that movie for. So basically we just throw reading ANYTHING out the window and have people tell us everything without doing any bit of research. Wow

lasersanchez @ Feb 12th 2009 8:23PM

They should make like Yaz and other pharmaceutical products and just start listing off everything you could possibly need to know about the product for the entire duration of the commercial.

dangcucu @ Feb 12th 2009 8:43PM

even the items you buy are not quite yours either... my xbox 360 RRoD 2 times. so i noticed that once i get it back i can only play the "full" arcade games i bought only when logged into xbox live due to the digital rights. only the games i recently bought like SFII HD is the one i can play without having to log on. the 1st time i was able to delete & readd the games to avoid logging on. It seems that isn't working anymore so i HAVE to log on to play & in time if i ever disconnect the net or xbox live ceases to exist i will out of luck... the same goes for the tv shows i bought for my daughter. and i have about 40 arcade games. now i think twice b4 buying...