The UK’s Advertising Standards Authority (ASA) has banned a Call of Duty: Black Ops 7 advertisement for making light of sexual violence, dealing a fresh blow to Activision’s troubled launch. The banned spot, part of the game’s ‘Replacers’ campaign, featured comedians Nikki Glaser and Peter Stromare as overzealous airport security officers subjecting a traveler to degrading and invasive ‘procedures’—including a joke about forced body scans.
The ad, which aired before the game’s November 2025 release, was pulled after the ASA ruled it ‘irresponsible and offensive,’ arguing the humor stemmed from ‘humiliation and the implied threat of painful, non-consensual penetration.’ While Activision defended the ad as a ‘parodic, exaggerated scenario’—and claimed no explicit imagery was shown—the ASA’s decision underscores growing scrutiny over how franchises like Call of Duty navigate dark humor in marketing.
The controversy arrives amid broader challenges for Black Ops 7. The game’s launch underperformed against Battlefield 6, both at release and in 2025’s US sales rankings. In response, Activision has already abandoned its previous strategy of back-to-back Black Ops titles, pledging to alternate between the series and Modern Warfare going forward.
Why This Matters
The ASA’s ruling reflects a tightening stance on how media portrays sensitive topics, even in satire. While the ad’s visuals were vague, the implied scenario—centered on a man being publicly degraded—triggered widespread backlash. YouTube on the ad reveal confusion among viewers about its purpose, with many questioning whether the joke added value to the game’s promotion.
Activision had argued the ad was Clearcast-approved and aired only on channels with adult programming. However, the ASA’s decision suggests even industry-standard reviews may not shield content from broader public and regulatory scrutiny.
Key Takeaways
- ASA Ban: The ‘Replacers’ ad was deemed ‘irresponsible and offensive’ for trivializing sexual violence through dark humor.
- No Explicit Imagery: Despite Activision’s claims, the ASA focused on the implied threat of non-consensual acts as the core issue.
- Broader Impact: The game’s launch struggles and sales losses to Battlefield 6 have already led Activision to overhaul its release schedule.
- Future of the Campaign: With the ad now banned in the UK, Activision may discontinue the ‘Replacers’ series entirely, leaving it limited to YouTube.
The ban serves as a reminder that even established franchises must navigate evolving standards in advertising, where tone and intent can spark regulatory and public pushback. For Activision, it’s another chapter in a launch marred by both creative missteps and commercial setbacks.
