An advertisement for Call of Duty: Modern Warfare 3 which aired 8 months ago has been deemed inappropriate to be shown at that time of day, by the Advertising Standards Agency.
Two viewers had complained about the scheduling of the advert, which aired during a Wolverhampton Wanderers 3-1 victory over Wigan, on Sky Sports 1. The ad aired at 2.30pm and one viewer had reported her toddler had been scared by the advert.
The advert was cleared for broadcast by Clearcast on the basis it wasn’t shown during or adjacent to programmes aimed at the under 16s. Not only that, but the BBFC had rated the advert PG for broadcast, so the ASA’s decision to reprimand Activision a whole 8 months after the event has been met with a backlash.
If aired again, the ASA have expressed that the advert shouldn’t be broadcast before 7.30pm.