UK to Ban Sexist In-App Game Ads Featuring Harmful, Shocking Imagery of Women
UK Bans “Degrading” Mobile Game Ads Promoting Sexist Stereotypes
The UK’s Advertising Standards Authority (ASA) has cracked down on “degrading” mobile game ads that reinforce harmful, sexist stereotypes. These ads, which include sexualized depictions of women, non-consensual scenarios, and pornographic themes, have been targeting children and teens through games and quizzes.
[Image 1: A screenshot of an in-game ad portraying a distressed female character in a questionable scenario with text: “Ads depict women in degrading or violent situations, violating UK advertising codes.”]
Investigation Findings
The ASA launched an investigation after receiving complaints about ads portraying women as sexual objects. Using avatars simulating users of different ages and genders, the watchdog tracked 5,923 ads over three months. While most ads were harmless, eight were flagged for breaking rules against sexist, violent, or non-consensual content.
One ad for AI chatbot Linky featured a young girl in suggestive clothing dancing in a bedroom. Players were asked to choose which boyfriend she should break up with—options included an “obsessively possessive” partner, an “aggressively jealous” one, or a “kidnapper and killer.” Another scene showed the character being dragged into a car, hinting at abduction. The ASA ruled the ad implied “violent and coercive control.”
Another offending ad, for Perfect Lie, depicted a teacher bent over with her bottom pixelated, while My Fantasy showed a woman being pushed onto a desk. Users were given options like “enjoy it” or “stop it” to resolve the scenario.
Public Outrage and Parental Concerns
Parents and users expressed alarm after encountering such ads in children’s games. One mother reported an ad popping up on her 12-year-old’s phone showing a boy taking inappropriate photos of a girl. The “choices” offered praised the boy’s actions, normalizing harassment.
[Image 2: A collage of mobile game ads showing women in compromising situations with text: “Ads promoting non-consensual themes are increasingly targeting young audiences.”]
On Reddit, users criticized apps like Gossip Harbor for ads featuring women being “abused and discarded.” One user wrote, “I started leaving one-star reviews for games with deceptive, harmful ads.”
Why This Matters
The ASA’s report highlights growing public concern: 44% of Brits worry about the objectification of women in ads, while 45% criticize idealized body image portrayals. Violent or distressing imagery also alarmed 38% of respondents.
Action and Accountability
The ASA has demanded immediate removal of non-compliant ads and stricter oversight for developers. “It’s unacceptable for apps to serve ads that normalize harmful behavior or degrade women,” the watchdog stated.
Mobile platforms like Apple and Google also face pressure to enforce stricter ad policies. Parents are urged to use parental controls, but critics argue tech giants must take greater responsibility for content targeting minors.
Conclusion
This crackdown signals a push to protect young users from damaging stereotypes and graphic content. With public support, the ASA aims to ensure ads promote respect and consent—not violence or sexism.
[Word count: ~600]
