Game Over for Sexist Mobile Ads
Mobile gaming’s fun, until the Ads get weird. And sexist. And downright disgusting.
The UK’s Advertising Standards Authority just dropped the ban hammer on eight mobile game ads that crossed a line—hard. Think: women as props, porn tropes masquerading as game previews, and disturbing depictions of coercion wrapped in cutesy animation. The ASA called it what it is: shocking and unacceptable.
See: Actions being taken on Sexualised Ads
🤯 Wait, This Is Still Happening?
Jup. ¯\_(ツ)_/¯
Despite progress in other media, mobile game ads are stuck in a grim loop of clickbait and sleaze.
Why?
Low CPI = Business as usual :))
They’re not edgy. GROSS.
And yet, they WORK.
That’s the problem :))
Real Cost?
- 🚫 Misleading gameplay = player distrust
- 💔 Sexist content = alienating 48% of the mobile gamer base (yep, that many are women)
- 📉 Fake ads = 1-star reviews and high uninstall rates
A study on 50+ games using “Fake-vertising” showed a massive drop in user ratings when ads didn’t match gameplay, especially when they were exploitative.
This Isn’t About Censorship: Respect
From the infamous Lily’s Garden ads to “harem sims” and NSFW dress-up games, mobile ad creatives are often less about gameplay and more about shock, drama, and misogyny. But it’s not necessary.
Horrible.
See: How To Stop Sexist Creatives In User Acquisition
Games like Stardew Valley, Alto’s Adventure, and Monument Valley prove you can win users without objectifying anyone. They lead with creativity, not clickbait.
🛠 So What Can We Do?
- Report sexist ads (Pain, but WORTH.)
- Leave reviews that call out bad ad practices
- Support devs with ethical ad strategies
- Push platforms like Apple, Google, and TikTok to do better
- Speak up in the industry, PLEASE, no silence.
This Isn’t Just a Game
Mobile gaming is massive, with 1.7 billion players worldwide.
We can’t let a few bad actors define the experience. It’s time to ditch the lazy, sexist marketing and build a future that respects all players.
