UK Bans Controversial Call of Duty: Black Ops 7 Ad
The Advertising Standards Authority (ASA) has officially banned an advertisement for Call of Duty: Black Ops 7 in the UK, classifying it as “irresponsible and offensive.”The ASA raised concerns that the ad revolves around humor derived from “the humiliation and the implied threat of painful, non-consensual penetration, ”particularly in a context that trivializes serious issues.
This ad is part of the ‘Replacers’ campaign, which features Hollywood actors including Terry Crews, Nikki Glaser, and Peter Stromare. According to a report from the BBC, the specific segment that faced backlash showcases Glaser and Stromare as replacement airport security officers, humorously filling in for their absent counterparts who are preoccupied with the game.
Content of the Ad and Its Implications
In the contentious scene, a traveler approaches for a security check, only to be met with Glaser’s character allegedly stealing his watch. Subsequently, Stromare’s character informs the man that he has been “randomly selected to be manhandled“and proceeds to instruct him to undress, saying, “everything but the shoes.”The exchange escalates with Glaser declaring, “time for the puppet show, ”while Stromare refers to a body scanning device as she tells the man to “bite down because she’s going in dry.
Despite the ad being available on platforms like YouTube, it aired initially on Channel 5 and ITV ahead of the game’s launch in November 2025. Following its broadcast, the ASA received at least nine complaints asserting that the advertisement trivialized sexual violence.
Activision’s Defense
In defending the advertisement, Activision Blizzard noted that it had undergone a review by Clearcast before its release. The company emphasized that the ad was not aired during programming targeted at children or individuals under 16. They argued that the portrayed situation was intentionally farcical and parodic, intending to derive humor from the character’s discomfort rather than sexualizing the invasive search. Moreover, Activision highlighted the absence of explicit content in the advertisement.
The ASA’s Verdict
Contrary to Activision’s assertions, the ASA concluded that the humor associated with the ad stemmed from the implications of humiliation and the threat of non-consensual acts. As a result, the ad is prohibited from being aired in its current format within the UK. With the game having been available for a few months, it’s plausible that Activision may discontinue the entire campaign, opting to keep only the digital versions on YouTube.
Public Reactions and Market Performance
The ASA’s stance is echoed in the public’s reaction, as comments on YouTube indicate a widespread understanding of the humor’s inappropriate nature. Many viewers questioned the ad’s effectiveness in promoting Call of Duty: Black Ops 7, and whether it did anything to encourage gameplay.
Additionally, Activision faced challenges beyond public perception; Call of Duty: Black Ops 7 fell short in sales compared to Battlefield 6, both at launch and throughout 2025, according to reports regarding best-selling games in the U. S.The game’s dismal reception prompted Activision to announce a strategic shift, stating they would no longer release consecutive installments in the same sub-series. Going forward, fans can anticipate alternating releases between Black Ops and Modern Warfare titles each year.
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