: The UK's Advertising Standards Authority has ruled that the various endings to the Mass Effect 3
story were "thematically quite different" and that EA did not mislead gamers with its claims that the player could affect the outcome of the story.
A number of consumers complained to the ASA after they felt the ending to Mass Effect 3
did not correlate enough with the decisions they made in the game. The debacle has previously caused a charity drive
and led BioWare to promise free new content
and scenes for the end of the game.
The ASA has now said that while it understands that consumers may feel that they could not influence the game's story as much as advertised, it considers the three choices at the end of the game, plus the effectiveness of the ending based on the player's "Effective Military Strength" score, to be enough such that the advertising was in fact not misleading.