Call of Duty Black Ops 7 Advertisement Banned for Trivialising Sexual Violence
The Advertising Standards Authority has taken decisive action against a controversial video game advertisement, banning a promotional video for Call of Duty: Black Ops 7 for what regulators determined was the trivialisation of sexual violence. The ruling follows nine formal complaints submitted to the advertising watchdog regarding the advertisement's irresponsible and offensive content.
Controversial Airport Security Scene Sparks Outrage
The video-on-demand and YouTube advertisement, which appeared in November 2025, featured an airport security scenario that quickly escalated into what complainants described as a disturbing depiction of non-consensual invasive procedures. The advertisement opened with a male security officer informing a passenger: "You've been randomly selected to be manhandled – face the wall." The situation intensified as the officer demanded the removal of all clothing except shoes, while a female officer prepared gloves in the background.
The most contentious moment occurred when the male officer placed a hand-held metal detector in the man's mouth, stating: "Bite down on this, she's going in dry." Additionally, the female officer's remark, "Time for the puppet show," was interpreted by the ASA as a clear reference to an intrusive body cavity search, presented as entertainment rather than serious security procedure.
Regulator's Verdict: Humour Derived from Sexual Violence
In their comprehensive ruling, the Advertising Standards Authority acknowledged that the advertisement was intended as exaggerated humour for an adult audience. However, they concluded that the humour was fundamentally derived from the humiliation and implied threat of painful, non-consensual penetration, acts directly associated with sexual violence.
The ASA stated: "Because the ad alluded to non-consensual penetration, and framed it as an entertaining scenario, we considered that the ad trivialised sexual violence and was therefore irresponsible and offensive." They particularly noted that the officers' confident and joking demeanour presented the scenario in a humorous manner that crossed ethical boundaries.
Publisher's Defence and Regulatory Requirements
Activision Blizzard UK Ltd, trading as Call of Duty, defended the advertisement by emphasising that it was created for an 18-rated game specifically targeting adult audiences with what they described as a "higher tolerance for irreverent or exaggerated humour." The company further noted that the advertisement had received approval from the ad clearance agency Clearcast with an 'ex-kids' timing restriction, ensuring it would not appear during or around children's programming.
Despite these precautions, the ASA has now mandated that the advertisement must not appear again in its current form. Furthermore, Activision Blizzard UK Ltd has been formally instructed to ensure that all future advertisements maintain social responsibility standards and avoid causing serious offence through the trivialisation of sexual violence.
This ruling represents a significant intervention by advertising regulators into video game marketing practices, establishing clear boundaries regarding depictions of sensitive subjects even within content intended for mature audiences. The decision underscores the ongoing tension between creative expression in entertainment marketing and regulatory expectations regarding social responsibility in advertising content.
