The Scottish government is about to find out if there’s power in advertising when it comes to discouraging drinking and driving among young people.
The government says it will pay $20,000 for a trial project that will see ads appear on virtual billboards in several video games for Microsoft Xbox consoles.
The games will include Need for Speed: Carbon, Project Gotham Racing 4 and NBA Live.
Officials say the number of road accidents is rising, and innovative approaches are needed to reach young people. The government estimates that 73 percent of Britain’s 15- to 24-year-olds have access to a gaming console at home.