Scotland Tackles Drunk Driving with In-Game Advertising

Scotland officials are taking a different route to tackle the drunk-driving Scots. Rather than more checkpoints, better public transportation or other options, they will be dumping nearly $20,000 into video game advertising.

They won't be placing ads in random video games either, the three targeted games are Need for Speed: Carbon, Project Gotham Racing and Pro Evolution Soccer 2008. The two racing games make perfect sense, but soccer? I guess one stereotype does associate Scots with being drunk soccer hooligans that may or may not have tendencies to drive.

Let's just hope the in-game advertising doesn't come by way of vanity license plates — SBRDRVR. Getting drunk with your friends and playing Burnout is still acceptable, though, just hands off the keys. [Kotaku]