Could this ruling really impact on Xbox 360 sales?
Sony looks to have earned some rather lucrative bragging rights over Microsoft after the Advertising Standards Authority ruled that the PS3 offers better images than the Xbox 360.
The grand claim was made after game developers Square-Enix were found to have used PS3 images in an advert for the Xbox 360 version of Final Fantasy XIII.
Somehow, one gamer managed to spot that PS3 content was featured in the advert at which point the ASA acted by testing the game on both consoles with the same setup.
The ASA agreed that the Sony PS3 version produced sharper imaging saying, 'The PS3 image in video sequences appeared sharper and colours were more vivid than those of the Xbox 360'.
Square-Enix did admit that images used in the advert were taken from full motion video (FMV) which had been 'played back' on the Sony console. This meant that advertisers could capture the footage for the Final Fantasy XIII advert.
While the ASA concluded that the advert was misleading, Square-Enix did not believe most people would notice, saying ' any average viewer, or indeed avid gamer’ would see any difference unless ‘reviewing the material forensically’.
As Microsoft Kinect prepares to go toe-to-toe with the Sony PlayStation Move in the coming months, it will be interesting to see whether this ruling will actually see gamers opt for the PS3 over the Xbox 360.