An article on Gamesindustry.biz tells us that Activision was forced to pull the Call of Duty 2 ads from UK television because the graphics used in the advert were superior to that of the game itself, and that viewers were being misled on those grounds.

Although the decision is only valid for the United Kingdom, its effects might be widespread: publishers have been showing prerendered footage to advertise games for years.

The adjudication, published today, is likely to send shockwaves through the industry as it focuses on the question of whether pre-rendered footage is an acceptable representation of a computer game - in its defence, Activision didn’t argue that it was, but rather that using pre-rendered footage was “common practice”.

Main complaint was that there was no indication that the shown footage was not actual in-game material, so they might actually get away with adding (yet another) disclaimer. We’ll see where it heads.