UK Advertising Regulator Cracks Down on Mobile Game Ads Deemed Sexist

The UK's Advertising Standards Authority has taken enforcement action against several mobile game ads, ruling that they are likely to cause widespread offense. Three mobile games were reported to the ASA for featuring ads with harmful gender stereotypes. A Twitter ad for Refantasia: Charm and Conquer was reported for being sexist, featuring an anime-style young woman in a cage. The game's developer, Oasis Games, investigated and removed similar ads from Twitter, apologizing for the offense caused. Another ad for Legend City was flagged for overly sexualizing and objectifying women, featuring suggestive images. The developer, TeamLOM, replaced the ad, which no longer features potentially sexualized images of women. A third ad for Kings Throne: Game of Conquest was also reported for objectifying and demeaning women, featuring women characters in lingerie. The ad's maker, GOAT Company, removed the ad and will not reuse it.