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Better Business Bureau agrees with angry fans about Mass Effect 3 ending

Well, for those of you that raged against the ending of Mass Effect 3 and even went so far as to file a complaint with a federal agency (specifically the Federal Trade Commission) to not only highlight your anger, but potentially bring some sort of government approved censure against EA and BioWare, today is your lucky day.

Marjorie Stephens, a blogger for the Better Business Bureau posted a reply to the complaints and actually confirmed that the advertising of Mass Effect 3 was misleading.

The issue Stephens focuses on is specifically the way that EA and BioWare marketed the game, and the statements and wording they used in the advertising.

“Along the way, your choices drive powerful outcomes, including relationships with key characters, the fate of entire civilizations, and even radically different ending scenarios,” the marketing for the game claimed–and claimed incorrectly according to hordes of bitter fans, and Stephens as well.

“The issue at stake here is, did Bio Ware falsely advertise?” Stephens asks. “Technically, yes, they did. In the first bullet point, where it states ‘the decisions you make completely shape your experience’, there is no indecision in that statement. It is an absolute.”

Stephens continues and points out that the issue is the way that advertising is phrased. She has no opinion on the ending itself, but rather confirms that fans have a reason to be upset based solely on the ads. She also notes that developers and publishers in the future should learn from this and be careful regarding how they phrase their claims in advertising.

“The lesson to be learned here is companies should give careful consideration to how they word their advertisements,” Stephens states.  “Otherwise, there could be detrimental effects, especially in the era of social media and online forums.”

The confirmation that the internet raging is at least somewhat legitimate comes just a few days after EA and BioWare officially offered a partial mea culpa and announced that they would release a new ending for the game this summer.

The new ending won’t change what is already there, but instead add to the existing content and feature a larger epilogue based on the decisions you made during the game. The exact nature of the additional material nad how it will integrate into the game is still unknown.