[TheBigApple]

I see the morality police are at it again.

"Mortal Kombat" ad is too violent

LONDON (Reuters) - Advertising for a video game which featured a hooded youth wiping his bloodied hand on the shoulder of a middle-aged businessman with the logo "It`s in us all" has been judged to be offensive.

The Advertising Standards Authority (ASA) has ruled a poster for "Mortal Kombat: Deadly Alliance" was irresponsible because the advert could be seen by children, even though the game itself is rated 18.

Software developer Midway Games said the game was not aimed at children.

"The poster in question was created in conjunction with a TV advertising campaign, which hints at the player`s competitive nature and what they are thinking while playing. It does not portray a crime or violent act," Midway`s European Marketing Director David Burton told Reuters on Wednesday.

"It is regrettable if anyone was offended by the poster, this was not intentional."

The ASA ruled that Midway games must consult with an industry advice body before advertising in Britain again.

More than one million "Mortal Kombat: Deadly Alliance" games have been sold worldwide since its November 2002 launch, according to U.S.-based Midway.

"Beat `Em Up" video games have long been slated by critics who believe they encourage violent behaviour in impressionable youngsters.