Video games has a bad rep. From to much violence to begin too "immoral", video games are the new punching bag, replacing movies and rap music.
So it's good new that the Scottish government has said that it would pay to insert advertisements discouraging drinking and driving into certain video games. Now I'm not usually a big fan for advertisements in-game, but it's good PR and a good message to boot. I had rather have in-game advertisements to discourage drink driving than in-game advertisements for the army.
A new partnership between video games and the government. As long as it's done well, it's good news.