UK watchdog bans ‘shocking’ ads in mobile games that objectified women

Thu, 20 Mar 2025

Investigation uncovered eight adverts that portrayed women in a harmful or degrading way, says ASA

An investigation by the UK advertising watchdog has found a number of shocking ads in mobile gaming apps that depict women as sexual objects, use pornographic tropes, and feature non-consensual sexual scenarios involving “violent and coercive control”.

The Advertising Standards Authority (ASA) used avatars, which mimic the browsing behaviour of different gender and age groups, to monitor ads served when mobile games are open and identify breaches of the UK code.