ASA Launches Crackdown on Degrading Images of Women in Mobile Gaming Apps
The Advertising Standards Authority (ASA) has recently announced a significant crackdown on degrading images of women in mobile gaming apps, which are played by millions, including children. A recent investigation conducted by the ASA identified eight ads within these apps that portrayed harmful stereotypes of women as sexual objects, implied non-consensual sexual encounters, and utilised pornographic tropes. The ASA’s findings come amidst a backdrop of increasing societal concerns regarding misogyny and violence against women and girls.
Over the past two years, the ASA has investigated and upheld 11 complaints regarding in-app ads that have objectified women in a harmful manner or potentially condoned violence against them. The advertising watchdog highlighted that such depictions in advertisements could have a lasting negative impact, influencing how women and girls perceive themselves. A survey commissioned by the ASA revealed that 45% of respondents expressed concerns about ads featuring idealised body images of women, while 44% were troubled by the objectification of women and girls in ads.
In response to these findings, the ASA is taking a firm stance, insisting that all parties involved in digital advertising, including advertisers, game developers, and platforms, must bear responsibility to prevent harmful content from being disseminated. Jessica Tye, the regulatory projects manager at the ASA, emphasised the profound effects that harmful portrayals of women can have, particularly on younger audiences. Tye underscored the importance of eliminating such ads from mobile gaming platforms and reiterated that there is no place for these depictions in the digital advertising space.
As part of its efforts to curb the proliferation of degrading imagery, the ASA is calling on industry stakeholders to proactively address and remove such content. By issuing this report, the watchdog aims to send a clear message that the inclusion of demeaning representations of women is unacceptable and must be eradicated. The ASA’s proactive measures underscore a commitment to promoting responsible advertising practices and safeguarding individuals, especially vulnerable audiences, from harmful messaging.
The ASA’s initiative is timely, considering the evolving landscape of digital advertising and the potential impact it can have on societal attitudes and behaviours. By targeting mobile gaming apps, which have a broad reach and attract diverse audiences, the ASA is taking a proactive stance in protecting individuals from harmful content. The advertising watchdog’s vigilance in monitoring and addressing issues of degradation and objectification in advertising reflects a broader commitment to fostering a more inclusive, respectful, and empowering media environment.
In conclusion, the ASA’s crackdown on degrading images of women in mobile gaming apps marks a critical step towards promoting gender equality, combating harmful stereotypes, and creating a safer online space for all users. By holding advertisers, developers, and platforms accountable for the content they disseminate, the ASA is playing a vital role in shaping responsible advertising practices and advocating for more ethical and inclusive representation in digital media.