UK Watchdog Takes Bold Stand: Bans 'Shocking' Mobile Game Ads Objectifying Women!

In a groundbreaking move, the UK's Advertising Standards Authority (ASA) has uncovered and banned several deeply troubling advertisements in mobile gaming applications that shamefully depict women as sexual objects, use pornographic tropes, and present scenarios that suggest non-consensual sexual activities entwined with "violent and coercive control."

Investigation Methodology

To conduct its investigation, the ASA employed advanced avatars that mimic the browsing behaviors of diverse gender and age groups, monitoring advertisements served while various mobile games were in play. Among thousands of promotions reviewed, eight were deemed to have "shocking" content that portrayed women in a dangerously harmful manner.

Egregious Examples of Advertisements

One particularly egregious advertisement was for an artificial intelligence chatbot app, Linky: Chat With Characters AI. It began with an animated woman dressed in a revealing manga-inspired outfit dancing in a bedroom, alongside text asking, “Tell me which bf [boyfriend] I should break up with.” As the ad progressed, it showcased disturbing animated dialogues with three manga-style male characters, described as “obsessively possessive,” “aggressively jealous,” and even labeled as a “kidnapper and a killer.” Further text suggested violent actions like “yanking the woman into the car” and “knocking her out,” followed by the alarming line, “What if I enjoy this?”

The ASA rightly condemned this advertisement, stating it “implied scenarios involving violent and coercive control and a lack of consent.”

Another alarming ad featuring an interactive romance game called My Fantasy showed an animated woman being forcefully approached by another woman, who pushed her onto a desk. Viewers were presented with various options which included unsettling prompts like "enjoy it," "please continue," and "stop it." The ASA responded by labeling the animation as “strongly suggestive” and implying that the encounters depicted were non-consensual.

Additional violations were noted in three ads for the popular game Love Sparks: Dating Sim. One ad depicted an animated woman lying provocatively with options suggesting intimacy, while others featured sexually suggestive representations of characters in compromising positions. The ASA criticized these portrayals for reducing women to “stereotypical sexual objects” and employing pornographic tropes.

Regulatory Action and Public Reaction

Ultimately, the ASA has collectively banned these eight advertisements and issued stern warnings to the companies responsible. Although these ads were rare—occurring among 5,923 total ads served to digital avatars—the watchdog asserted that such degrading portrayals of women are “completely unacceptable” and they are committed to a zero-tolerance approach for this type of content.

In a broader context, the ASA recently revealed findings from a survey conducted by YouGov, indicating that nearly 50% of UK consumers are alarmed by the portrayal and objectification of women and girls in advertising. Out of the 6,500 individuals surveyed, 45% expressed concerns regarding ads featuring idealized body images, while 44% were troubled specifically by objectification.

This decisive move follows the ASA's recent ban on an advertisement from high street retailer Next for showcasing an "unhealthily thin" model in digitally altered clothing. Since implementing more stringent advertising regulations in 2019, the ASA has continued to strengthen its initiative against harmful and unrealistic portrayals of not only women but all individuals in advertisements.

Conclusion and Future Outlook

As the conversation around advertising ethics gains momentum, the ASA’s active stance serves as a crucial reminder: it’s time to put an end to the objectification of women in media. Are we ready for a revolution in how women are portrayed in gaming and advertising? Stay tuned!