The UK's Advertising Standards Authority (ASA) has banned a television advert for the popular video game Call of Duty: Black Ops 4, citing concerns that it trivialized sexual violence. The advert, which was aired during a programme that could be seen by children, was deemed likely to cause serious offense and was not suitable for broadcast.
According to the ASA, the advert featured a scene in which a male character was shown to be in a suggestive position with a female character, who was unconscious and being held captive. The ASA ruled that the scene was "likely to be interpreted as a depiction of a sexual assault" and that it was "not suitable for broadcast during a programme that could be seen by children".
Activision Blizzard UK Ltd, the company behind the Call of Duty franchise, argued that the advert was targeted at adults and was not intended to be seen by children. However, the ASA disagreed, stating that the programme during which the advert was aired was not a "late-night" programme and was therefore not restricted to adult viewers only.
The ASA also noted that the advert was not suitable for broadcast during a programme that could be seen by children because it featured "violence, gore, and suggestive content". The regulator stated that the advert was "likely to cause serious offense" and that it was "not in line with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing".
The ban on the advert is a significant blow to Activision Blizzard UK Ltd, which has faced criticism in the past for its depiction of violence and sexism in its games. The company has been accused of perpetuating a culture of toxicity and misogyny in its games, and the ban on the advert is likely to add fuel to the fire.
The ASA's ruling is also a victory for campaigners who have been calling for greater regulation of the video game industry. Many have argued that the industry has a responsibility to promote positive and respectful attitudes towards women and minorities, and that it should be held to the same standards as other forms of media.
The ban on the Call of Duty advert is not the first time that the ASA has taken action against the video game industry. In recent years, the regulator has banned several adverts for video games, including ones for the games "Grand Theft Auto V" and "Saints Row IV". The ASA has also issued guidelines for the industry, advising companies on how to avoid depicting violence, gore, and suggestive content in their adverts.
In response to the ban, Activision Blizzard UK Ltd stated that it was "disappointed" by the ASA's decision and that it would be appealing the ruling. The company argued that the advert was not intended to be seen by children and that it was "not in breach of the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing".
However, the ASA's ruling is likely to stand, and the company will be forced to withdraw the advert from broadcast. The ban is a significant setback for Activision Blizzard UK Ltd, and it highlights the need for the video game industry to take greater responsibility for its depiction of violence and sexism.
Ultimately, the ban on the Call of Duty advert is a reminder that the video game industry must be held to the same standards as other forms of media. The industry has a responsibility to promote positive and respectful attitudes towards women and minorities, and it must take greater care to avoid depicting violence, gore, and suggestive content in its games and adverts.
The UK's Advertising Standards Authority (ASA) has banned a television advert for the popular video game Call of Duty: Black Ops 4, citing concerns that it trivialized sexual violence. The advert, which was aired during a programme that could be seen by children, was deemed likely to cause serious offense and was not suitable for broadcast.
According to the ASA, the advert featured a scene in which a male character was shown to be in a suggestive position with a female character, who was unconscious and being held captive. The ASA ruled that the scene was "likely to be interpreted as a depiction of a sexual assault" and that it was "not suitable for broadcast during a programme that could be seen by children".
Activision Blizzard UK Ltd, the company behind the Call of Duty franchise, argued that the advert was targeted at adults and was not intended to be seen by children. However, the ASA disagreed, stating that the programme during which the advert was aired was not a "late-night" programme and was therefore not restricted to adult viewers only.
The ASA also noted that the advert was not suitable for broadcast during a programme that could be seen by children because it featured "violence, gore, and suggestive content". The regulator stated that the advert was "likely to cause serious offense" and that it was "not in line with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing".
The ban on the advert is a significant blow to Activision Blizzard UK Ltd, which has faced criticism in the past for its depiction of violence and sexism in its games. The company has been accused of perpetuating a culture of toxicity and misogyny in its games, and the ban on the advert is likely to add fuel to the fire.
The ASA's ruling is also a victory for campaigners who have been calling for greater regulation of the video game industry. Many have argued that the industry has a responsibility to promote positive and respectful attitudes towards women and minorities, and that it should be held to the same standards as other forms of media.
The ban on the Call of Duty advert is not the first time that the ASA has taken action against the video game industry. In recent years, the regulator has banned several adverts for video games, including ones for the games "Grand Theft Auto V" and "Saints Row IV". The ASA has also issued guidelines for the industry, advising companies on how to avoid depicting violence, gore, and suggestive content in their adverts.
In response to the ban, Activision Blizzard UK Ltd stated that it was "disappointed" by the ASA's decision and that it would be appealing the ruling. The company argued that the advert was not intended to be seen by children and that it was "not in breach of the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing".
However, the ASA's ruling is likely to stand, and the company will be forced to withdraw the advert from broadcast. The ban is a significant setback for Activision Blizzard UK Ltd, and it highlights the need for the video game industry to take greater responsibility for its depiction of violence and sexism.
Ultimately, the ban on the Call of Duty advert is a reminder that the video game industry must be held to the same standards as other forms of media. The industry has a responsibility to promote positive and respectful attitudes towards women and minorities, and it must take greater care to avoid depicting violence, gore, and suggestive content in its games and adverts.