Games firm under fire over military-style mail

The Advertising Standards Authority has received a complaint about computer game manufacturer Eidos, after it sent out thousands of mailshots tailored to look like military call-up papers at the time of Nato’s intervention in the Kosovo crisis.

Eidos, which makes the best-selling Tomb Raider series of adventure games, featuring heroine Lara Croft, was promoting its game Commando with the direct mail campaign.

Official-looking envelopes containing mock military call-up papers headed “The Ministry of War, Whitehall, London N1” and dated “April 1940” were sent to consumers who had already bought a Commando product. John Davis, Eidos marketing director, says: “This was not something we did intentionally. It was unfortunate timing. It went out a couple of days before the country’s involvement in Kosovo.”

He says recipients of the mailing would not have been fooled by its appearance because it carried branding and advertising for the Commando game.

A spokesman for the ASA said the complaint would not be investigated as the timing of the mailing had been unintentional, and the campaign had been discontinued.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here