A recent advertisement for Call of Duty: Black Ops 7 has been banned in the United Kingdom after the Advertising Standards Authority (ASA) ruled it “trivialised sexual violence.” The 30-second spot, featuring comedian Nikki Glaser and actor Peter Stormare, sparked controversy and prompted nine formal complaints from viewers, according to the ASA’s report.
The advert, released in November 2025 to promote the launch of Black Ops 7, depicts Glaser and Stormare as airport security personnel, playfully “replacing” actual staff to enjoy the game. However, the scenario quickly escalates into a series of increasingly uncomfortable interactions with a passenger, ultimately leading to the ASA’s intervention. The incident highlights the ongoing debate surrounding the portrayal of sensitive themes in video game marketing.
The advertisement begins with Glaser pocketing a traveler’s watch. When the passenger protests, Stormare declares he has been “randomly selected to be manhandled.” The scene continues with Stormare pretending to scan the man with a metal detector before ordering him to remove his clothing – “everything but the shoes” – while Glaser dons a rubber glove and announces, “Time for the puppet show.” Stormare then instructs the man to “bite down on this [metal detector], she’s going in dry.”
The ASA received complaints that the advert was irresponsible and offensive, specifically citing the trivialisation of sexual violence. Activision Blizzard, the game’s publisher, defended the advertisement, arguing it was intended for a mature audience accustomed to “irreverent or exaggerated humour.” They maintained the scenario was deliberately implausible and bore no resemblance to actual airport security procedures, and that nothing explicitly sexual was depicted. However, the ASA disagreed.
In its ruling, the ASA stated, “The humour in the ad was generated by the humiliation and implied threat of painful, non-consensual penetration of the man, an act associated with sexual violence. Because the ad alluded to non-consensual penetration, and framed it as an entertaining scenario, we considered that the ad trivialised sexual violence and was therefore irresponsible and offensive.” The ruling means the advertisement cannot be broadcast in the UK in its current form.
Activision Blizzard has been instructed to ensure future advertisements are “socially responsible and did not cause serious offence.” The company has not yet commented on whether it plans to appeal the decision or modify the advertisement for potential future use elsewhere.
This ban comes after Call of Duty executives acknowledged fan dissatisfaction with Black Ops 7 late last year. They pledged to address concerns and deliver improvements in future installments, stating, “We know that for some of you, the franchise has not met your expectations fully. To be very clear, we know what you expect and rest assured we will deliver, and overdeliver, on those expectations as we move forward.”
The “Replacer” campaign, featuring Stormare and now Glaser, has been a long-running marketing tactic for the Call of Duty franchise. As reported by Yahoo Entertainment, the series aims to create a humorous disruption of everyday scenarios. Glaser’s involvement as “New Replacer” also led to her inclusion as a playable character, known as “The Replacer,” in Call of Duty: Black Ops 7 and Call of Duty: Warzone 2.0, released as part of the “Tracer Pack: The Replacer Bundle” on December 14th, 2025. According to the Call of Duty Wiki, the character is based on her portrayal in the marketing campaign.
In separate news, the Daily Mail reports that Rockstar Games, the developers of Grand Theft Auto 6 and Red Dead Redemption 2, are defending their use of millions of pounds in UK tax relief.
The ASA’s decision underscores the increasing scrutiny faced by advertisers regarding the responsible portrayal of potentially sensitive content. It remains to be seen how Activision Blizzard will respond and whether this ruling will prompt a broader reevaluation of marketing strategies within the gaming industry. The incident also raises questions about the boundaries of humor and the potential for advertising to normalize harmful behaviors.
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