An advertising campaign for Call of Duty: Black Ops 7 has been officially banned in the United Kingdom after regulators ruled that one of its live-action adverts trivialised sexual violence.
The UK’s Advertising Standards Authority (ASA) ordered the advert to stop running after receiving multiple complaints from viewers who described the content as irresponsible and offensive.
The banned advert formed part of the long-running “Replacer” campaign, where fictional stand-ins take over everyday jobs because people are too busy playing Black Ops 7. In this specific spot, the setting shifted to airport security.
During the scene, replacement officers subjected a male passenger to an exaggerated and humiliating security check. Dialogue and gestures implied a non-consensual and invasive search, played for shock-based humour rather than clear parody.
Viewers filed complaints stating that the joke crossed a line by making light of sexual violence. The ASA agreed, ruling that the humour relied on humiliation and the implied threat of non-consensual harm, even without explicit imagery.
Publisher Activision Blizzard defended the advert, arguing that it targeted adults only and promoted an 18-rated game. The company said the scene depicted an intentionally unrealistic scenario meant to highlight discomfort, not sexual content.
Activision also noted that UK broadcaster Clearcast had pre-approved the advert with restrictions preventing it from airing around children’s programming. Despite this, the ASA concluded that context and tone still made the ad unacceptable for broadcast.
UK ASA Ruling on Call of Duty Black Ops 7
The regulator acknowledged that the advert did not show nudity or explicit acts. However, it ruled that the implied threat and framing turned the situation into entertainment based on non-consensual humiliation.
As a result, the ASA ordered that the advert must not appear again in its current form within the UK. A separate complaint suggesting the ad promoted drug use was reviewed but ultimately dismissed.
Familiar Faces, New Controversy
The “Replacer” campaign featured returning actor Peter Stormare alongside comedian Nikki Glazer, both of whom appeared in several Black Ops 7 promotional videos. While previous entries leaned into absurd workplace comedy, this airport-themed spot drew far stronger backlash.
This is not the first time a Call of Duty advert has faced regulatory action in the UK. Earlier campaigns for the franchise have also been restricted or banned over concerns about violent imagery.
For Activision, the message is clear: exaggerated marketing may draw attention, but regulators will step in when jokes undermine social responsibility.
