Ads banned for “Shocking” content

The UK’s advertising watchdog recently investigated mobile gaming app advertisements and found several that deploy pornographic tropes and depict non-consensual scenarios involving “violent and coercive control.” While most ads complied wiht regulations, eight were banned for content portraying women harmfully.

These ads, appearing within popular mobile games, often target a younger audience, raising significant ethical concerns. The problematic ads frequently exploit sexualized imagery and present women as objects of desire, devoid of agency. This isn’t just a UK issue; similar trends are observed in the U.S. market, where the mobile gaming industry is a multi-billion dollar behemoth.

Examples of Problematic Advertisements

Several specific examples highlighted the severity of the issue:

• Linky: Chat With Characters AI: One ad featured a woman in suggestive clothing, asking which boyfriend she shoudl break up with. It then transitioned to animated conversations with manga-style men described as “obsessively possessive,” “aggressively jealous,” and even “a kidnapper and a killer.” Further text described a scenario of abduction and forced confinement, with the woman questionably asking, “What if I enjoy this?” The ASA (Advertising Standards Authority) rightfully deemed this ad “suggestive and implied scenarios involving violent and coercive control and a lack of consent.”
• my Fantasy: an interactive romance game ad showed a woman being pushed onto a desk by another woman, with options presented to the viewer such as “enjoy it,” “push her away,” “please continue,” and “stop it.” The ASA condemned the animations as “strongly suggestive and implied the sexual encounters were not consensual.” this blurs the lines of consent and normalizes potentially harmful interactions.
• Love Sparks: Dating Sim: One advertisement showed an animated woman lying on her back, legs spread, with options to “kiss her” or “take it slow.” Other ads promoted “kate yoru naughty step sister” in a bra and an image of “Lally, 18.” Another featured an animated woman’s bottom pulsating with the options to choose “next girl” or “slap”, alongside text reading “punish me…please”. The ASA accurately described these women as “stereotypical sexual objects using tropes from pornography.”

These examples are just the tip of the iceberg. The prevalence of such ads suggests a systemic issue within the mobile gaming advertising ecosystem, where the pursuit of engagement and profit trumps ethical considerations.

The Broader Impact: Objectification and Harmful stereotypes

The implications of these types of advertisements extend far beyond the confines of a mobile game. Repeated exposure to sexualized and objectified portrayals of women can contribute to the normalization of harmful stereotypes, potentially influencing attitudes and behaviors in the real world, especially among young and impressionable audiences. Studies have consistently demonstrated a link between media consumption and the development of body image issues, unhealthy relationships, and the perpetuation of gender inequality.

These concerns echo findings published by the ASA, stating that almost half of UK consumers worry about the depiction and objectification of women and girls in advertisements. Their YouGov survey, encompassing 6,500 participants, revealed that 45% expressed concern over ads featuring idealized body images of women, while 44% worried about the objectification of women and girls.

Consider the recent controversy surrounding AI-generated imagery in advertising. While not specific to gaming,the use of AI to create hyper-realistic,often sexualized,female figures has sparked widespread debate about the ethical responsibilities of advertisers and the potential for these images to contribute to unrealistic beauty standards and the objectification of women.

Industry Response and Regulatory Scrutiny

The ASA banned the eight identified ads and issued warnings to the companies responsible, stating that the “harmful or degrading portrayals of women in ads are completely unacceptable and we take a zero-tolerance approach to this kind of content.” However, some critics argue that these actions are insufficient to address the underlying problem. They call for more proactive measures, such as stricter regulations, increased openness in advertising practices, and greater accountability for platforms that host problematic content.

In the United States, the Federal Trade Commission (FTC) has the authority to regulate advertising and protect consumers from deceptive or unfair practices. While the FTC has not specifically addressed the issue of sexism in mobile game ads, it has taken action against companies for deceptive marketing practices targeting children and for failing to disclose the use of influencers to promote products.

The Interactive Advertising Bureau (IAB), a leading trade association for the digital advertising industry, has also developed guidelines for responsible advertising practices. However, these guidelines are voluntary, and it remains to be seen whether they will be effective in curbing the spread of sexist and harmful content in mobile game ads.

Moving Forward: A Call for Change

Addressing the issue of sexism in advertising requires a multi-pronged approach involving industry self-regulation, government oversight, and consumer awareness. Here are some potential solutions:

• Enhanced Oversight: Strengthen advertising standards and increase regulatory scrutiny of mobile game ads, both in the U.S. and internationally.
• Transparency: require greater transparency in advertising practices, including clear labeling of sponsored content and disclosures about the use of algorithms to target ads.
• Education: Promote media literacy education to help consumers, especially young people, critically evaluate the messages they encounter in advertising.
• Industry Accountability: Encourage the gaming industry to develop and enforce ethical advertising guidelines that prioritize respect, diversity, and inclusivity.
• Consumer Activism: Support consumer advocacy groups that are working to combat sexism and harmful stereotypes in advertising.

The prevalence of these types of advertisements is not new. A prior incident in 2015 prompted new rules regarding the depiction of men and women in ads. This was partly in response to the outcry over adverts in 2015 for the slimming product Protein World, which promised to make women beach body ready.

Virtual Equality: Learning from the Past

the gaming industry has seen progress. Pac-man (1980) was the first commercial video game to involve many women as players. It leads to the development of a sequel, Ms. Pac-Man (1982) …and today’s situation in the gaming industry seems more positive than in advertising or cinema. For example, Lara Croft has come a long way to becoming a strong and independent explorer …

Beyond the Game: Real-World Implications

The issues in mobile game advertising reflect broader societal discussions. The advertising world isn’t the only place where this fight continues. Consider the recent controversy surrounding AI-generated imagery in advertising campaigns for clothing retailers. Advocacy groups argued these images created unattainable beauty standards.