Video game companies are upset with a South Australian Government advertising campaign they say is inaccurate, arguing the "Gambling starts with gaming" campaign went too far.

Ron Curry of the Interactive Games and Entertainment Association said the claims in the advertising were unsupported.

"Just to make a blatant statement that games leads to gambling, as an unqualified statement, we think is a bit over the top," he said.

The Association wrote to the Premier Jay Weatherill's office to criticise the heavy-handed approach.

"We're asking the Government to ensure, if they are going to advertise, that the advertisement is fair, it's accurate and it's tempered - that it doesn't tar all games with the same brush," Mr Curry said.

It claimed the research the campaign was based on showed no clear link between gaming of any type and gambling in later years.

The Government's children, technology and gambling policy was announced just weeks ago, with a new classification for game apps with gambling themes, and the ad campaign followed.

The games industry agreed with a classification review but wanted the whole system looked at, not just the issue of gambling.

A researcher involved in development of the State Government's policy, Paul Delfabbro, said his team's work suggested there was an association between gaming and gambling but not a clear link that one would always lead to the other.

Robert Chappell of the Independent Gambling Authority doubted it would never be possible to show a clear link.

"You'll never get any research to prove conclusively that anything's linked to anything in this social sciences space," he said.

Premier Jay Weatherill conceded the ads went too far and said they would be removed.

"We acknowledge that immediately and we're remedying that," he said.