After facing down accusations of false advertising, EA has been found to be not guilty by the UK's Advertising Standard Authority. After a group of gamers were left unsatisfied by Mass Effect 3's ending, the Better Business Bureau stepped in. Eventually the issue made it all the way to the ASA itself. Central to the argument is that the endings were far too similar.
SPOILERS
At the end of the game, Commander Shepard is given the options to control the Reapers, destroy the Reapers and all synthetic life, or synthesize all organic and synthetic life together. Each choice results in Shepard's apparent death and the destruction of the entire mass relay network. London suffers varying degrees of damage and the Normandy crash lands on an alien planet.
While the agency "acknowledged the belief that players' choices in the game did not influence the outcome to the extent claimed by EA...we considered that the three choices at the end of the game were thematically quite different, and that the availability and effectiveness of those choices would be directly determined by a player's score, which was calculated with reference to previous performance in the game(s)."
While many are still disappointed with both the agency's decision and with EA itself, it appears as though they're off the hook for now. EA has promised that an "adjusted ending" is on the way, and will be available as DLC for free.