Electronic Arts has recently had to answer to UK authorities over a controversial advertisement depicting a smashed-up sports car and a burning tire. Above the tire is the slogan "Inner peace through outer violence”.

The UK's Advertising Standards Authority is not amused with the ad, claiming that it may encourage people to "cause serious or widespread offence”. The watchdog has effectively banned the ad from the London Underground.

EA contends that the message of the ad is in reference to the relief of stress and tension through the play of Burnout Dominator, but the ASA maintained its stance.

"We considered that the images of a car that seemed to have crashed at high speed and a burning tyre, together with a reference to violence, could be seen to condone a violent lifestyle, antisocial behaviour or dangerous driving. We concluded that the ad was irresponsible," a spokesperson for the ASA said.

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