XBox gamers are to be warned of the dangers of drink driving as they play their favourite driving games.
Virtual billboards are to be put up in a range of games warning people not to drink, and soon all manner of road safety messages could appear on screen.
The trial scheme is to appear in Scotland initially, and is costing the Scottish Government £10,000.
Transport Minister Stewart Stevenson said that with road accidents continuing to rise, it was time to look at innovative solutions.
The adverts will appear on virtual billboards within the games consoles that thousands of young Scots are expected to receive as Christmas presents.
‘This is exactly the kind of initiative we should be trying,’ he said.
‘It is innovative, it is new, and it is far removed from the more traditional methods we have been using.
‘This is a huge opportunity to try and reach a new audience - 73 per cent of UK 15-24 year olds have access to a gaming console in their home.
The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear.’
Some of the games to carry the ads will be: Need for Speed: Carbon, Need for Speed:proStreet, Project Gotham Racing 4, Pro Evolution Soccer 2008, NBA Live.
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