"We noted Electronic Arts argument that the ad's message was that playing the Burnout Dominator game might relieve stress and tension in real life," noted the ASA in its ruling, while adding that "the vivid depiction of the crashed car and burning tyre, combined with the slogans implication that people could achieve inner peace through acts of violence, was likely to cause serious or widespread offence."

The poster is part of a widespread campaign created by marketing firm Weiden+Kennedy. A website produced by the firm claims to provide information on "Kah Ra Shin," a faux-philosophy supposedly founded in 19th-century Tibet. Kah Ra Shin urges its followers to attain inner peace by smashing or breaking various objects, with a monk shown playing Burnout Dominator in one video.

While Electronic Arts told the BBC that the poster was obviously for a video game, the authorities weren't budging. "We considered the ad's placement on the London Underground meant that it would be viewed by many, including young people," concluded the ASA's ruling. "The images of a car that seemed to have crashed at high speed and a burning tyre, together with a reference to violence, could be seen to condone a violent lifestyle, anti-social behaviour or dangerous driving."

Electronic Arts isn't the first gaming company to catch the ASA's attention. Last year the authority demanded the removal of an advertisement for Konami's Crime Life: Gang Wars (PS2, XBOX, PC) from a UK newspaper. The ad depicted five men holding guns, with the tagline: "Rule the streets or fall by the wayside." The ASA found the advert to be "offensive and irresponsible," while the Metro defended their decision to publish the ad.

In an interview with GamesIndustry.biz, Briffa interactive entertainment specialist Alex Chapman pointed out the importance of the Konami ruling, saying at the time: "Creatives are often careful to clear certain elements but overlook their obligations under the various applicable codes of practice. With the increased desire for high impact in both the games and their advertising comes a greater risk of breaching these codes--at a time when the industry should be understanding them better."