Take-Two sues over pulled GTA IV ads

By Robert Purchese Published 6 May, 2008

Chicago Transit Authority slapped with suit.

Take-Two is seeking legal damages from the Chicago Transit Authority after it decided to pull Grand Theft Auto IV ads from buildings and buses around the city.

The publisher claims a violation of both its free speech rights and a contractual agreement, according to GameSpot.

"Although we prefer to resolve these issues amicably," said a Take-Two spokesperson, "The CTA has refused to discuss with us its outrageous decision to pull advertising for the critically acclaimed game Grand Theft Auto IV while running ads for other forms of popular entertainment with similar content, including mature-themed TV shows and R-rated movies."

Take-Two is after around USD 300,000 in compensation as its six-week campaign of 385 ads had only just begun.

The Chicago Transit Authority, one of the largest mass transit operators in the whole of North America did you know, decided to remove the GTA IV adverts because of a previous problem with Grand Theft Auto: San Andreas.

Adverts for this 2004 title provoked many to complain, but the campaign had run its course before the CTA could do anything about it.

The Chicago Transit Authority has said it will not charge Take-Two for the aborted GTA IV campaign.

Picture of Robert.

About Robert Purchese

Bertie is Eurogamer's Senior Staff Writer. When he's not hunting down news stories he's often found playing with his kids or gabbling about fantasy games and strange online worlds.

Read more articles from Robert by visiting the Robert Purchese archive page.

You may also like...

Comments (26) Latest comment 4 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • parrapa #1 4 years ago

    Any pictures of the adverts?

  • ZuluHero #2 4 years ago

    lol - the (business) empire strikes back!

    Games = 1
    real life nonsense = 0

    a good start to the week (for a change) ;)

  • X201 #3 4 years ago

    @parrapa

    They were nothing outrageous just the same pictures of game characters style that has been used for all other adverts.

    Kotaku and gamepolitics have photos if you want to see them.

  • XdarXideX #4 4 years ago

    It's incredible how stupid people can be. So the artwork slightly resembles a cartoon... it must be advertised with children in mind!!! Oh no!!!

  • MBar #5 4 years ago

    ... while running ads for other forms of popular entertainment with similar content, including mature-themed TV shows and R-rated movies.

    It's a fair point and I like what they're trying to accomplish, but it could so easily back-fire on the cause ...

  • Marshall2008 #6 4 years ago

    Sue the shit out of them.

  • menage #7 4 years ago

    What the hell, There's isn't anything in those ads which is even mildly offensive. Sue the bastards.

  • Rash' #8 4 years ago

    Well clearly the status quo needs a kick up the arse at CTA. Good on Take2 to make a stand and rightfully demand justice for ill treatment by CTA. I hope they win.

  • Yeevle #9 4 years ago

    I'm getting sick of the hypocrisy of it all. Good for them on deciding to sue. I've never been a huge fan of the GTA series but nevertheless, the stupid moral outrage some mouthbreathers have against it is bloody stupid.

  • DanWhitehead #10 4 years ago

    They can sue them for breach of contract, though if the CTA isn't charging them anything for the aborted campaign that might complicate matters, but there's no way this is a freedom of speech issue and to present it as such is dangerously naive. The First Amendment only defends speech from congressional censorship - a private business like the CTA is under no constitutional obligation to carry anybody's advertising.

  • kangarootoo #11 4 years ago

    @DanWhitehead

    Absolutely. My initial thought was "well it sucks, but a business can choose to carry or deline any advert it wants surely?". I guess the only difference here is backing out of a contract, as you say.
    Edited by 1 at 06/05/08 @ 10:14

  • RexRunti #12 4 years ago

    @Kanga and DanWhitehead

    Of course with a name like Chicago Transit Authority there may be links to the state, the city or some other public authority so the first amendment may well be applicable or at least arguably applicable. Of course breach of contract is probably the argument that will win it and the first amendment stuff is just useful background to get judge and/or jury on side.

  • TheJuriel #13 4 years ago

    Whoo! Good start to a week. I'm all for them suing people that discriminate based on idiocy.

  • Goffee #14 4 years ago


    T2 is trying to come up with excuses for low-sales, maybe.

    [link url=http://www.alleyinsider.com/2008/5/is_gta_iv _take_two_s_savior_ttwo_
    ]http://ww w.alleyinsider.com/2008/5/is_gt...[/link]

    PS that's low from the shareholder point of view, not geek on street

  • Fab4 #15 4 years ago

    "yes, we had problems with the San Andreas campaign...oh, fuck it! Lets accept the campaign for the new one too."

  • L42yB #16 4 years ago

    I think this is a very good thing. They can't take their money before hand, and then take the adds down later. They should have been fully aware of what they were advertising when they initially signed the contract. Now Take2 need to sue the MDT too :)

    @Goffee
    The game really hasn't been out long enough for accurate sales figures to be realeased... sheesh, give them some time.

  • catul #17 4 years ago

    Personally, I cannot blame the CTA esp if the org is getting complaints from riders. When San Andreas was out, I only saw the ads in impoverished areas with higher minority populations in Chicago. Those ads stuck me as racist since they did not feature whites toting guns.

    The CTA needs the money badly so it must be getting a lot of complaints esp since violence/deaths among the youth is up in the city when the overall murder/violence rate is down. I known VGs do not cause violent crime but reminders of violence will not benefit anyone esp when a 5 year old was just shot. This is a business decision and not censorship.

  • L42yB #18 4 years ago

    @catul -

    Have a look at the pictures of the so called "offensive" adverts. They are simply pictures of the main characters in the game. There are no guns and no depiction of violence in them at all!

    So your argument doesn't really hold up... It is not the content of the ads, but the content of the game that is being advertised that has caused them to remove the ads.

    That is not acceptable and that is why they are being sued. Why do they continue to advertise R-rated movies and TV series' which have graphic depictions of violence, far more realistic than anything in GTA (in the film/TV series - not on the ads themselves), but refuse to advertise this game anymore? AFTER agreeing to do it in the first place? It is hypocritical and they deserve to get sued.
    Edited by 1 at 06/05/08 @ 12:39

  • actionfitz #19 4 years ago

    "The Chicago Transit Authority has said it will not charge Take-Two for the aborted GTA IV campaign."

    fuck, thats awful good of them...
    lol

  • stoopidgreg #20 4 years ago

    wasn't it fox "news" that persuaded them to take them down?

  • hula hoops #21 4 years ago

    Nope, it was Weasel News

  • kangarootoo #22 4 years ago

    @RexRunti

    It just occurred to me, I wonder if the title CTA sounding a lot like GTA has any bearing at all. They don't say what sort of complaints they received the first time around. Maybe customer confusion was part of the deal?

    In any event, its not like the they just said no this time. They accepted the advertising and THEn changed their minds, which is probably core to the whole affair.

  • DanWhitehead #23 4 years ago

    Chances are that selling of ad space is handled by an agency. That agency could have booked the ads, only for the decision to be vetoed later. If they're carrying ads for R-rated movies and violent TV shows then, yes, that's hypocritical - but last time I checked you can't sue for hypocrisy.

  • Feanor #24 4 years ago

    I saw some GTA ads on buses in Philadelphia this past weekend. They probably caused that cop to get shot.

  • Ryze #25 4 years ago

    Hit 'em HARD!

  • RandomTerrain #26 4 years ago

    GTA 4 doesn't need to be advertised though does it?
    Seriously, every gamer knows about it.
    Oh well, sue them anyway. Why not, eh?