Please enable JavaScript to experience the full functionality of GMX.

Advertising Standards Authority bans misleading ads for mobile games

The Advertising Standards Authority (ASA) has banned two misleading ads for mobile games that only appear to be vaguely related to the actual product.

Playrix is responsible for the two commercials, for the 'Homescapes' and 'Gardenscapes' games, but the company has now been told that they cannot be used again.

Matthew Bailey, a games analyst at Omdia, explained that developers "are actively targeting consumers that are more likely to pay for in-app purchases, or sit through a higher number of ads".

Speaking to the BBC, Bailey added: "It would not be surprising for a publisher to target certain types of gamers with ads featuring the more competitive and problem-solving elements of their title, even if they don't make up the bulk of gameplay.

"However, an increasing number of gamers are becoming annoyed with irrelevant, misleading and badly implemented mobile game ads."

In its ruling, the ASA said: "We understood users would play a significant amount of content which was of a different style in order to access the gameplay featured in the ads.

"Because the ads were not representative of the games they were purported to feature, we concluded that they were misleading."

Sponsored Content