A promotional spot for Call of Duty: Black Ops 7 featuring comedian Nikki Glazer has been prohibited from airing in the United Kingdom after viewers complained it made light of sexual assault. The UK's Advertising Standards Authority (ASA) sided with critics, stating the commercial's humor stemmed from "the humiliation and implied threat of painful, non-consensual penetration."
The controversial ad depicts a man at an airport security checkpoint where Glazer and Call of Duty actor Peter Stormare stand in as replacement agents because the regular staff are too engrossed in playing the game. Stormare instructs the man to remove all clothing except his shoes and bite down on a baton, while Glazer snaps on a rubber glove, remarking, "Time for the puppet show." Stormare concludes with, "She's going in dry."
Publisher Activision defended the spot, arguing it portrayed an absurd scenario meant to evoke discomfort rather than depict sexual activity, contained no explicit content, and aired during adult-oriented time slots on linear TV. However, the ASA ruled the ad irresponsible and offensive, banning it from UK broadcasts in its current form. While still accessible online internationally and via YouTube within the UK, it's unclear if Activision intended to continue airing it.
This marketing mishap adds to Activision's challenges with Black Ops 7, which has seen disappointing sales in Europe amid stiff competition from titles like Battlefield 6 and ARC Raiders. In response, Activision has announced major shifts for the Call of Duty series, including a pledge to avoid releasing consecutive games from the same sub-franchises like Modern Warfare or Black Ops in the future.
