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It's misleading to advertise with images from a different game, rules UK ad authority

It's misleading to advertise with images from a different game, rules UK ad authority

January 3, 2018 | By Alissa McAloon

The UK Advertising Standards Authority has upheld a ruling against King of Avalon: Dragon Warfare dev Funplus Interactive, saying that the developer ran misleading advertisements that featured screenshots from an entirely different game.

The ASA routinely shares its judgments on what advertising is or isn’t permissible, and these rulings can be a useful tool for developers looking to keep their own marketing materials on the right side of the British ad authority.

In the case of Funplus Interactive, the ASA says that the developer ran a series of Twitter advertisements for King of Avalon: Dragon Warfare that used images from Mount & Blade 2: Bannerlord in a way that misrepresented the content of King of Avalon. Funplus Interactive, meanwhile, says that it had requested its advertising agencies remove the ads and thought they had already been taken down.

Still, the ASA ruled that the advertisement violated rule 3.1 of the Committee of Advertising Practice code against misleading ads. With the ruling upheld, the ASA has informed Funplus Interactive that the ad cannot appear in its current form and that future advertisements should use imagery that reflects actual gameplay.

The ASA has passed a number of other notable rulings in the past, including judgments on LiberatorsNo Man’s SkyGrand Theft Auto Vand Dungeon Keeper.

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