Images "slipped through proper approval process"
Electronic Arts has said that it regrets a promotion for its latest Need for Speed game which used Page 3 porn models for a topless photo shoot.
The images appeared on Page 3.com, the official softcore porn site of UK tabloid The Sun, and featured topless models posing with a Ferrari. The Need for Speed branding and EA logo featured prominently.
"We regret that these images slipped through the proper EA approval process," said a spokesperson for the publisher, speaking to GamesIndustry.biz.
"They were not appropriate for our brand. The original site has been taken down this morning."
While the images have been deleted, an accompanying video of the photo shoot still remains online, although any association with the game has been removed.
Need for Speed: Pro Street was released last Friday in Europe and today entered the all formats charts at number two.