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Kane & Lynch 2 too violent for telly

Cut-down TV spot inside.

Publisher Square Enix stripped down a Kane & Lynch 2: Dog Days advertisement after regulators deemed it too violent for telly.

The original submission from Square Enix contained footage that is now included in the Kane & Lynch 2 launch trailer, which runs at just under a minute-and-a-half.

There's a little bit of swearing, loads of death, and blood on the camera.

The approved TV spot is only 10 seconds long and mentions specialist retailer GAME.

The schizophrenic Lynch laughs at the end.

You can see the TV spot, due to go out tomorrow, below.

Square Enix said the ad went through "much editing and many submissions" before being approved.

"This trailer is definitely not for the fainthearted and has been classified as too violent for TV when it came to using the footage as part of our TV ads," reads a press release.

Square Enix UK marketing director Jon Brooke added: "We've worked very closely with the UK TV advertising regulatory body to ensure our TV ad is suitable for broadcast after 9pm.

"After much editing and many submissions we now have a 10 second version which begins airing tomorrow - we hope you enjoy it."

The Advertising Standards Authority (ASA) is the UK regulator of advertising across all media, including videogames.

Kane & Lynch 2 is due out on the PC, PlayStation 3 and Xbox 360 on 20th August. Kristan Reed went hands-on for Eurogamer last month.

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Wesley Yin-Poole avatar

Wesley Yin-Poole

Deputy Editorial Director

Wesley is deputy editorial director of ReedPop. He likes news, interviews, and more news. He also likes Street Fighter more than anyone can get him to shut up about it.

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