Research by the Advertising Standards Authority (ASA) has explored the objectification of women in adverts on mobile gaming apps.
The watchdog found that although 99.86% of in-game ads did not depict women in a way that is objectifying or irresponsible, a small number were “shocking”, stereotyping women as sexual objects, portraying sexual encounters that were implied to be non-consensual and using pornographic tropes.
The study was launched after the ASA upheld 11 complaints where in-app gaming ads objectified or condoned violence against women. Using avatar technology to monitor the ads to see how many were breaking the regulator’s code of conduct, the ASA found eight, out of 5,923, portrayed women in a “harmful” way.
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Jessica Tye, regulatory projects manager at the ASA said: “We know that seeing harmful portrayals of women can have lasting effects, especially on younger audiences. Whilst we’re glad to see that most advertisers are doing the right thing, the small number who aren’t must take responsibility.”
“Through this report, we’re making it clear: there’s no room for these kinds of ads in mobile gaming, or anywhere,” she added.
Over the three-month monitoring period, there were 5,923 instances when ads were served to ASA avatars; 3,003 instances related to ads for gaming apps. Of the eight unique ads that objectified women “in a way that was likely to cause serious offence and harm”, all but one were served to child avatar profiles. However, due to the small number of ads involved, “this finding cannot be extrapolated as being statistically relevant”, said the ASA.
The findings also suggested ads for romance story apps or AI chat apps which allow for sexual content, (available on popular app stores), “may, in reflecting the sexual nature of the apps, be at particular risk of breaching the rules around offence and harm”, the report said.
In light of the findings, the ASA’s sister body the Committee of Advertising Practice has produced specific guidance for in-app ads.
The ASA investigation concluded: “We’re making it clear to everyone involved in digital advertising, including advertisers, game developers, and platforms – they must take responsibility and prevent harmful content from appearing in the first place.
“At the heart of our work is a commitment to protecting vulnerable audiences, and this report is another step forward in making sure that all ads across media are responsible.”
Alongside its research into in-game ads, the regulator published a separate study that found 45% of people are concerned about ads that include idealised body images of women.
The findings also highlighted that 44% of respondents had felt increasing worry over the objectification of women and girls in campaigns.
