UK watchdog the Advertising Standards Authority (ASA) has declared that Sony's PlayStation 3 (PS3) games console delivers sharper images than Microsoft's Xbox 360.
The ASA came to this decision after it was notified that PS3 footage was used in an advert for the Xbox 360 version of Final Fantasy XIII.
The watchdog was notified by a user who spotted PS3 elements in the advert.
The regulator then performed tests by playing the game using the same set-up on both consoles and found that Sony's PS3 console delivered better images than Microsoft's Xbox 360.
An ASA spokesperson said: “The PS3 image in video sequences appeared sharper and colours were more vivid than those of the Xbox 360.”
The announcement comes at a time when both the companies are on the verge of launching their own motion gaming devices in a bid to capture the UK gaming market.
It remains to be seen how this ruling will affect the sales of the devices.