Mobile gaming site Playorcas has been sanctioned by the Advertising Standards Authority (ASA) for an in-game ad that “stereotyped” and “sexualized” women.
The advertising watchdog has upheld a complaint against an ad for the game Infinity 8 Ball, which appeared in Angry Birds 2.
The ad featured an animated woman with a pool cue wearing a cowboy hat, who had her breasts partially exposed. The woman was superimposed over a pool table with the words “Play Now.”
The ASA acknowledged that the ad was only “mildly sexually suggestive,” but condemned it for objectifying women as its sole purpose was to “titillate viewers.”
Playcoras, which also makes the games Extreme Tennis and Infinity Fishing, is yet to respond to the ASA’s inquiry. The company's inaction hasn’t gone down well with the watchdog, which called out Playcoras’ “apparent disregard” for its rules.
In place of reaching Playorcas, the ASA consulted the developer of Angry Birds 2, Rovio, which was unable to identify what network served the ad. Rovio said the ad may have been miscategorized, allowing it to bypass its own ad blockers, which stop ads with partial nudity or sexual content from appearing in its games.
The ASA issued a warning to Playorcas to make sure future ads are “socially responsible” and do not cause offense.