Complaints made by a number of consumers against Nokia's campaign have been upheld by the UK's ASA, resulting in a number of advertisements that will no longer be shown. One such ad pictures an alley way with the line: "This is where I took on three guys...and made them cry like babies." The complaints suggested it was "offensive and distressing in its depiction of and crime, especially to those who saw it in areas where they faced an increased possibility of assault". The ASA concurred, judging that the commercial was "likely to cause serious or widespread offence or distress to readers".

The "This is where I left Kate, Lucy and Michelle begging for more" commercial was also condemned as "likely to cause serious or widespread offence." With the "This is where I made Kev look small" ad also facing the chop.

Nokia defended the ruling, stating that "Our sole aim was to produce advertising that supported the capabilities of the N-Gage platform and used typical gaming language and imagery to reflect gaming victories." Nokia also stated that they would change their advertising for future campaigns.

By Luke Guttridge