UK Advertising Authority Bans Call of Duty Black Ops 7 Television Advert
A controversial television advertisement for the video game Call of Duty Black Ops 7 has been officially banned from broadcast in the United Kingdom. The Advertising Standards Authority (ASA) ruled that the advert featured unacceptable trivial depictions of sexual violence against a male character, leading to its prohibition on UK television channels.
Content of the Banned Advertisement
The advertisement, originally published on November 6 ahead of the game's launch, features the character 'The Replacer' portrayed by actor Peter Stormare. The campaign's concept involves this character replacing employees at their jobs so they can stay home playing the latest Call of Duty installment.
In the specific banned advert, The Replacer performs the role of a Transportation Security Administration agent at an airport. As a passenger passes through security screening, The Replacer informs him he has been 'randomly selected to be manhandled'. The character then instructs the passenger to remove all clothing except his shoes.
Another TSA agent character, played by comedian Nikki Glazer, dons a glove while stating 'time for the puppet show'. The Replacer then tells the passenger to bite down on a metal detector wand, adding the phrase 'she's going in dry'.
Regulatory Response and Complaints
Despite being broadcast only in post-watershed time slots on Channel 5 and ITV channels, and despite the game carrying an 18+ age rating, the advertisement attracted nine formal complaints to the ASA. Complainants argued the advert trivialised sexual assault and presented inappropriate content.
Publisher Activision Blizzard defended the advertisement as being 'deliberately implausible' and targeted toward audiences with 'higher tolerance for irreverent or exaggerated humour'. The company noted the advert had received prior approval from Clearcast, the organisation responsible for reviewing television advertising content before broadcast.
Authority's Ruling and Consequences
The ASA rejected these arguments, stating that the advertisement's narrative clearly depicted a male character being invasively searched without consent. Although no explicit imagery was shown, the authority determined the implied content and dialogue were sufficient grounds for prohibition.
As a result of the ruling, the advertisement will no longer be broadcast in its current form on any UK television channels. However, the trailer remains available for viewing on the company's official YouTube channel, where it continues to be accessible to UK audiences through digital platforms.
This decision highlights ongoing tensions between creative marketing approaches in the gaming industry and UK advertising standards regarding sensitive content. The ruling demonstrates the ASA's continued vigilance regarding depictions of sexual violence in broadcast media, even when targeted at adult audiences.
