The TAC is increasing its commitment to advertising in computer games.

“I hope they are not spending too much on them,” says Transport Accident Division Partner at Holding Redlich Lawyers in Melbourne, Michael Lombard.

“It may be a good idea in theory,”he said, “but in reality, when young people are steering their virtual cars at 200kph through the streets of San Francisco or on the racetrack, are they going to be paying any attention to the billboards that are flashing by?”

The TAC have indicated they wish to get in front of “More Eyeballs” and in particular males aged 18-39. The TAC have also been advertising heavily at the Grand Prix.

“Who knows whether this has been effective?”, Michael Lombard said.” Now we are in a similar environment with video games; will we ever know how effective this financial investment is?”

“A better idea may be to go back to the schools and get the message in front of students who are hopefully not concentrating on driving virtual hotted up vehicles as fast as they can,” the car accident lawyer said.

“But that may not be as glamourous or newsworthy. It may, however, be safer in the long run”