The United Kingdom’s Advertising Standards Authority (ASA) has formally banned a television advertisement for the video game Call of Duty: Black Ops 7. The regulator ruled that the commercial breached advertising codes by trivializing sexual violence. The decision followed an investigation into viewer complaints about the ad’s content.
Details of the Ruling
The ASA’s ruling states the advertisement presented scenarios that made light of serious sexual violence. The regulator found the ad’s treatment of the subject matter was irresponsible and likely to cause widespread offense. By portraying such violence in a trivialized manner, the advertisement was deemed to breach the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).
The specific content of the banned commercial has not been described in detail by the ASA in its public ruling summary. However, the authority confirmed it received complaints from members of the public who found the ad’s depiction of sexual violence to be inappropriate and harmful. The ASA’s role is to ensure advertisements in the UK are legal, decent, honest, and truthful.
Industry Context and Precedents
This is not the first time video game advertising has faced scrutiny from UK regulators. The ASA has previously ruled against ads for games in the Call of Duty franchise and other major titles for issues related to violence, misleading claims, and targeting inappropriate age groups. The gaming industry operates under strict marketing guidelines, particularly concerning content suitable for younger audiences.
The global marketing campaigns for major game releases like Call of Duty: Black Ops 7 typically involve high-budget television and online advertisements. These ads are subject to the advertising standards of each country where they air. A ban in a major market like the UK represents a significant compliance failure for the publisher, Activision Blizzard, and its advertising agencies.
Immediate Consequences and Required Actions
As a result of the ban, the advertisement must not appear again in its current form in the UK. The ASA has instructed Activision Blizzard to ensure its future marketing communications are prepared with a sense of responsibility to consumers and to society. The company must avoid trivializing serious issues like sexual violence.
The ruling serves as an official notice to the video game industry and advertising sector. It reinforces the expectation that advertisements, regardless of their product, must handle sensitive topics with appropriate care. Failure to comply can lead to public rulings, mandated ad withdrawals, and damage to brand reputation.
Potential Next Steps and Industry Impact
Activision Blizzard may choose to appeal the ASA’s decision to the Independent Reviewer of ASA Adjudications. The company has not issued a public statement regarding the ban at this time. Typically, following such a ruling, advertisers review and often revise their global marketing materials to prevent similar violations in other regions.
This incident will likely prompt internal reviews at other major game publishers regarding their upcoming advertising campaigns. Regulatory bodies in other countries may also examine the same advertisement to determine if it complies with local standards. The ASA’s public ruling stands as a clear benchmark for what is considered an unacceptable portrayal of sexual violence in UK advertising.
Source: GamesIndustry.biz
