ASA bans mobile ads from King, Scopely, and others for misrepresenting gameplay
The UK Advertising Standards Authority (ASA) has taken action against several mobile game developers, including King and Scopely, for running advertisements that mislead consumers. The regulator ruled that these ads failed to provide an accurate impression of actual gameplay, instead relying on cinematic sequences, non-representative footage, and false claims to attract downloads.
The ASA's decision targets a growing trend in mobile advertising where the promotional material bears little resemblance to the actual user experience. According to Freddie Alcock, the ASA's senior investigative officer, mobile game ads must give players an accurate impression of what they can expect. The regulator emphasized that scenarios or features that are not representative of the actual game are prohibited, as they prevent users from making informed decisions about what to download or purchase.
Misleading mechanics and disclaimers
One of the primary targets was a Facebook advertisement from King for Farm Heroes Saga. The ad featured a match-three puzzle where clearing icons caused nails to fall and a saw to move toward a cow. The ASA found that these specific elements do not exist in the game, presenting an unattainable gameplay scenario. While King argued that these were fictional additions intended to convey urgency and noted the inclusion of a "Not actual gameplay" disclaimer, the ASA ruled that the disclaimer actually contradicted the ad's overall impression rather than clarifying it.
Loom Games also faced a ban for its Pixel Flow advertisement, which featured elements not present in the actual gameplay. Notably, Scopely acquired a majority stake in Loom Games earlier this year.
Cinematic sequences and false awards
The crackdown extended to Omnilojo, a Singapore-based developer. Three Google ads for Dark War Survival were banned because they showcased non-interactive, cinematic story sequences instead of gameplay. Furthermore, the graphics used in these ads were found to differ materially from the actual game. The ASA also flagged an ad that included badges implying award wins, such as "2026 Game Creative" and "2026 Survival Game." Although the developer claimed these badges referred to being featured on Google Play and the App Store, the regulator ruled them to be misleading.
Finally, the Cyprus-based developer Vistrex (also known as Royal Ark Games) had an advertisement for Idle Zombie Miner: Gold Tycoon banned on Facebook and Google Play. The ASA determined the ad misrepresented the game by showcasing elements from a 60-second minigame rather than the full game experience.
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