The Better Business Bureau has weighed in on Mass Effect 3's controversial ending. The drama behind the ending, and behind many fans' disappointment, stemmed from the marketing that went into promoting Mass Effect 3. One gamer went as far as to file a lawsuit with the FTC for false Advertisement. The BBB took a look at the situation and at the question "Did BioWare falsely advertise?" The BBB says, "Technically, yes, they did."
The BBB sited two instances from the BioWare website of marketing promises:
- Experience the beginning, middle, and end of an emotional story unlike any other, where the decisions you make completely shape your experience and outcome.
- Along the way, your choices drive powerful outcomes, including relationships with key characters, the fate of entire civilizations, and even radically different ending scenarios.
"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."
The Better Business Bureau noted that situations like these can have detrimental effects on a business's public image, espcially when social media makes every voice a little louder.