A live-action ad for Call of Duty: Black Ops 7 has been banned in the UK. The Advertising Standards Agency (ASA) found that it “trivialized sexual violence.”
Activision has a history of using humorous ads featuring “Replacers” who take over people’s lives so they can play the latest Call of Duty games. In the Black Ops 7 ad, actors Peter Stormare and Nikki Glaser portray Replacers at an airport, leading to controversy.
In this ad, a passenger is roughly treated during a security check. One Replacer tells him he is “randomly selected to be manhandled.” As the sketch goes on, the humor turns dark, with scenes implying sexual violence.
Initially, the ad was approved because it was seen as an exaggerated parody, classified “Ex-Kid,” meaning it wouldn’t air alongside programming for viewers under 16. However, nine viewers complained, prompting the ASA to reassess. They concluded that while many might find it funny, the humor relied on humiliation and threats of sexual violence, which is troubling.
The ASA stated, “Because the ad alluded to non-consensual penetration and framed it as entertaining, we considered it irresponsible and offensive.” To air again, Activision must edit out the harmful elements and ensure future ads are “socially responsible.”
Activision argued that the ad was aimed at an older audience and that mature viewers might appreciate the exaggerated humor. However, this incident raises questions about how humor in advertising can affect perceptions of serious topics like sexual violence.
In recent discussions on social media, opinions have been split. Some feel that humor should push boundaries, while others believe that some jokes simply go too far. This incident serves as a reminder about the fine line between comedy and sensitivity in advertising.
For a deeper look into the effects of advertising on societal attitudes, check out studies from organizations such as the American Psychological Association. They explore how media influences perceptions of violence and consent, shedding light on why responsible advertising matters.
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