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NETHERLANDS |
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Sony Playstation Portable |
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In July 2006 Sony withdrew its Dutch billboard campaign for the Playstation Portable White and issued a public apology following complaints that the adverts were racist.
According to Sony, the main intention of the campaign had been to highlight the difference between the new, white Playstation and the older, black console, and for this reason it had chosen to show a black and a white model fighting each other.
"We only intended to make a sharp contrast between black and white, but never meant to discriminate against anyone," said a Sony spokesperson. “Even though the ad was perceived in an unexpected way, we'd like to apologize to the people who were offended by the ads."
Following the appearance of the billboards in Amsterdam and other Dutch cities, accusations of racism were raised in online gaming magazines such as Joystiq and Digital Battle. Sony initially dismissed the claims and persisted with the TBWA-created posters, but after weeks of continued pressure decided to remove them.
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