Scotland to Target Gamers With Anti-drinking-and-driving Ads

The Scottish government plans to pay for inserting advertisements discouraging drinking and driving into video games. The 10,000 pound ($20,000) trial project will see the ads appear on virtual billboards within several games for Microsoft Xbox consoles, including "Need for Speed: Carbon," "Project Gotham Racing 4" and "NBA Live." Scottish transport minister Stewart Stevenson said the number of road accidents is increasing and so innovative approaches are needed to reach young people. The government estimates that 73% of Britain's 15- to 24-year-olds have access to a gaming console at home. Officials said that if the trial was successful it could be expanded to include other road-safety messages.

News source: Associated Press

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