The UK’s Advertising Standards Authority (ASA) is taking action against mobile game adverts that show gameplay or features not found in the games themselves. The regulator says promotions must give an accurate impression of a title and must not mislead people about its content or mechanics, according to GamesIndustry.biz.
The ASA’s scrutiny has included adverts from publishers King and Scopely, as well as Omnilojo and Vistrex/Royal Ark Games. The authority’s action responds to promotions that depict gameplay substantially different from what players encounter, a practice the source report says has become more prevalent in recent years, including through the use of artificial intelligence.
One example involved King’s Farm Heroes Saga, a match-three puzzle game. Its advert showed a saw moving towards a cow and other mechanics that do not appear in the game. King said the promotion disclosed that it was not real gameplay, but the ASA found that the advert could still confuse viewers.
Another promotion displayed badges labelled “2026 Game Creative” and “2026 Survival Game,” which could give the impression that they were awards. The developer said the badges referred to prominent placement in mobile app stores, but the explanation was not accepted.
Freddie Alcock of the ASA said the regulator would continue to act when it identified adverts that breach the rules, so people can make informed decisions about games they choose to buy or download.
Sources: Vandal.