It appears as though the journalist is not exactly clear on the meaning of "pre-rendered footage" and, as such, it is difficult to discern the actual implications of the article. Is the issue here the pre-rendered footage or the fact that it was pre-rendered footage not present in the game?

From the article:

"The ASA noted that the ads did not include any indication that the images shown did not reflect the quality of graphics of the games. While the scenes used communicated the themes of the game, they were not accurate representations of the graphics in the games themselves. We considered that this was misleading."

It has been common practice to use FMV footage as cut scenes for years now and, more often than not, the ads contain a disproportionate amount of such. Despite being annoying, it was never really much of an issue before. I somehow doubt that these particular ads are being pulled now for something that has been going on for years.

It seems to me that the actual issue here is using new scenes created separately from the game for the sole purpose of advertising. If so, this is an entirely different animal than the article would lead you to believe.