And so the farce continues. The Better Business Bureau's NI Director of Communications, Marjorie Stephens has suggested that BioWare did "technically" falsely advertise Mass Effect 3.
"The issue at stake here is, did Bio Ware falsely advertise?" said Stephens. " Technically, yes, they did. In the first bullet point, where it states “the decisions you make completely shape your experience”, there is no indecision in that statement. It is an absolute."
"The next statement is not so absolute. It states “your choices drive powerful outcomes”. A consumer would have to very carefully analyze this statement to come to a conclusion that the game’s outcome is not “wholly” determined by one’s choices. This statement, really though, is very subject to interpretation. Also this is just a small example of their advertising and does not take into account anything that might have been said, as far as their public relations and other advertising campaigns."
Let's not forget the “radically different ending scenarios” bit either. In Stephens' eyes, companies need to give significant thought to advertising copy, with the dangers of alienation and a proliferation of discontent due to social media, all too likely.
"The lesson to be learned here is companies should give careful consideration to how they word their advertisements. Otherwise, there could be detrimental effects, especially in the era of social media and online forums."