A UK health campaign which is designed to get kids off their lardie arses and move about a bit has been slammed by Games Manufacturers.

The advert for the Change4Life campaign claims that if kids keep playing with their Nintendo game gear they will die young, which is a bit alarmist. The Games industry trade magazine - MCV - has complained to the Advertising Standards Authority about the advertisement.

But the Department of Health said it is important be aware of the benefits of an active lifestyle and denied that the advert said that kids should not play computer games. However the MCV's associate editor, Tim Ingham, said that the advert was a hugely inaccurate portrayal of an industry whose activity is far less sedentary than, say, watching TV.

The advert implies thatvideo games are the main culprit in the UK's current obesity crisis and that is just ridiculous. There would be a hell of an outcry if the advert showed a kid reading a book and warning that reading could endanger your health.