‘Menacing’ Call of Duty TV Ad Gunned Down by Watchdog
•February 18, 2026
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Companies Mentioned
Why It Matters
The ruling signals that even adult‑focused video‑game campaigns must adhere to strict standards on sexual violence depictions, reshaping how publishers craft high‑impact ads. It also highlights the ASA’s willingness to overrule industry clearances, prompting broader brand‑safety considerations across the gaming sector.
Key Takeaways
- •ASA bans Call of Duty ad for sexual violence references
- •Activision Blizzard argued parody, but regulator disagreed
- •Ad cleared by Clearcast, yet still prohibited
- •Complaints also alleged drug‑use implication, later dismissed
- •Ruling warns future gaming ads must avoid offensive tones
Pulse Analysis
The ASA’s decision reflects a growing regulatory appetite to police content that normalises or jokes about sexual aggression, even when aimed at a mature audience. In recent years, advertisers across entertainment have faced heightened scrutiny as public tolerance for trivialising non‑consensual acts erodes. By classifying the ad’s “manhandling” and “going in dry” language as likely to cause serious offence, the watchdog set a precedent that comedic intent does not excuse harmful messaging, prompting marketers to reassess risk assessments for high‑octane campaigns.
For game publishers, the ban carries practical implications beyond a single spot. Clearcast approvals and adult‑only placement no longer guarantee compliance; brands must now embed robust content‑review processes that anticipate regulator perspectives on gender‑based violence. This shift may drive a pivot toward more abstract or narrative‑driven creative that avoids explicit physical or sexual metaphors. Companies like Activision Blizzard will likely allocate additional resources to legal and compliance teams, ensuring that humor aligns with evolving societal norms while preserving the excitement that drives pre‑launch hype.
The broader industry impact extends to media partners and broadcasters, who must balance revenue from high‑profile gaming ads with reputational risk. ITV and Channel 5’s support for the ad illustrates a tension between commercial interests and public responsibility. As advertisers adapt, we can expect a rise in pre‑emptive self‑regulation, clearer guidelines on sexual content, and perhaps a resurgence of safer, story‑centric advertising that leverages game lore without resorting to provocative shock value. This evolution underscores the importance of aligning creative ambition with ethical standards to sustain consumer trust in the competitive gaming market.
‘Menacing’ Call of Duty TV ad gunned down by watchdog
The TV launch campaign for the Call of Duty: Black Ops 7 video game has been gunned down after the the ad watchdog ruled that its “aggressive” and “menacing” tone trivialised sexual violence.
The ads, which appeared on YouTube and video-on-demand services in November 2025, featured the recurring “Replacer” characters – including comedian Nikki Glaser and actor Peter Stormare – taking over the roles of airport security guards so the original staff could play the 18-rated video game.
The sequence depicted a male passenger being told he had been “randomly selected to be manhandled” before being ordered to strip to his shoes. The female officer, played by Glaser, was shown donning gloves and announcing “time for the puppet show”, while a post-credit scene featured a metal detector being forced into the man’s mouth with the instruction: “Bite down on this, she’s going in dry”.
However, a number of viewers rifled off complaints to the Advertising Standards Authority; nine people believed that the ad trivialised sexual violence, and challenged whether it was irresponsible and offensive; two people who believed that the ad encouraged or condoned drug use, challenged whether the ad was irresponsible.
In its defence, game publisher Activision Blizzard UK defended the campaign, arguing that the scenario was “deliberately implausible” and a parody of over-officious security procedures.
The gaming giant claimed the “bite down” line referred to physical discomfort rather than sexual penetration and noted that the ads were targeted strictly at adult audiences with a “higher tolerance for irreverent humour”.
Broadcasters, including ITV and Channel 5, backed the advertiser, stating the ads had been cleared by Clearcast with “ex-kids” restrictions. They argued the “Replacer” trope was a well-established comedic device intended to be seen as farcical.
However, the ASA was having none of it and dismissed these arguments, concluding that the references to “going in dry” and “manhandling” clearly alluded to non-consensual penetration and the anticipation of pain.
Its ruling stated: “While we acknowledged the ad was intended to be humorous, the theme of a non-consensual, invasive physical search was presented in a way that was likely to cause serious offence.
The watchdog added that the “menacing” tone of the officers meant the ad overstepped the boundaries of responsible advertising, regardless of its intended comedic framing.
Even so, Activision Blizzard did manage to fight off the complaints that the ad condoned drug use, after the spot depicted the female officer picking up the man’s prescription medication container. As she held the medication bottle up to the other officer, she smiled widely and licked her teeth, to which he responded with a wink.
The ASA ruled this was likely to be seen as a reference to the overall theme of the security officers’ lack of professionalism, rather than implying any improper use of medication.
Nevertheless, the watchdog still banned the ad and warned the company to ensure future activity was socially responsible and did not cause serious offence, for example, by trivialising sexual violence.
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