UK Advertising Standards Authority bans Call of Duty: Black Ops 7 “Airport Security” commercial for “trivialising sexual violence”

The UK’s Advertising Standards Authority (ASA) has banned a Call of Duty: Black Ops 7 advertisement after determining that it “trivialised sexual violence.” The live-action commercial – part of Activision’s humorous “Replacer” campaign – depicted an over-the-top airport security screening with explicit innuendo of a non-consensual strip search. The ASA’s ruling, published 18 February 2026, found the ad socially irresponsible and likely to cause serious offence due to its portrayal of implied sexual assault as a joke. Below we explore what happened in this banned ad, why the ASA took action, the responses from Activision and regulators, and how this fits into the broader context of game advertising standards and past controversies.

ASA ruling on Call of Duty: Black Ops 7 advert (18 February 2026)

On 18 February 2026, the ASA upheld complaints against the Call of Duty: Black Ops 7 “Airport Security” video ad, ordering it off the air for “trivialising sexual violence” and being “socially irresponsible and offensive.” The ASA Council found the ad’s humor, based on an implied sexual assault scenario, breached CAP Code rules 1.3 and 4.1. While an investigation into a prescription drug reference was not upheld, the unedited ad is banned from being broadcast or posted again in the UK.

Nine members of the public complained that the ad was offensive for making light of sexual violence, while two complained about suggested drug misuse. The nine complaints on the primary issue met the threshold for a formal investigation. The ruling is significant as it applies strict advertising standards to digital platforms like YouTube and VOD services (ITV Hub and Channel 5), confirming they are not exempt from the CAP Code.

What happens in the banned Call of Duty: Black Ops 7 “Airport Security” commercial

Released in November 2025, the live-action “Replacer” ad features Peter Stormare and Nikki Glaser as impostor airport security officers. The skit depicts a chaotic checkpoint where a male passenger is subjected to an absurd, non-consensual search. Glaser suggestively shakes a passenger’s pill bottle, and Stormare orders the man to strip.

The ad features Glaser snapping on latex gloves and mentioning a “puppet show,” alluding to a cavity search. A post-credits scene shows Stormare shoving a metal detector into the man’s mouth, telling him to “bite down” because “she’s going in dry.” The scene uses slapstick elements and “edgy” humor to promote the game, portraying the humiliation of the passenger as a comedic farce.

Why the UK ASA said the Black Ops 7 advert “trivialised sexual violence”

The ASA concluded the ad treated sexual assault as a joke. Though farcical, the humor was derived from the “implied threat of painful, non-consensual penetration.” The lighthearted attitude of the characters framed a serious violation as an entertaining scenario, which the ASA deemed demeaning and irresponsible.

The regulator noted that explicit nudity was not required for a breach; the “going in dry” line and the “puppet show” innuendo clearly alluded to sexual violence. Activision Blizzard argued the acts were not sexual and that the characters gained no gratification, but the ASA maintained that using a scenario paralleling sexual assault for entertainment purposes trivialized the issue and breached social responsibility standards.

How many complaints were made about the Call of Duty: Black Ops 7 commercial

The investigation was triggered by 11 total complaints: nine regarding the trivialization of sexual violence and two regarding drug misuse. While nine is a modest number, the ASA prioritizes the seriousness of the potential breach over the volume of complaints. The ASA upheld the complaints regarding sexual violence but dismissed those regarding drug use, concluding the ad did not glorify drug misuse.

Activision Blizzard UK response to the ASA ban on the Black Ops 7 ad

Activision Blizzard UK defended the ad, stating it was targeted at an 18+ audience who would understand the “irreverent” and “exaggerated” parody. They argued the “Replacers” were clearly incompetent impostors in a surreal setting. They denied the ad depicted sexual violence, claiming the “bite down” line referred to general discomfort and that the passenger remained clothed.

While Activision cooperated with the investigation and followed targeting restrictions, the ASA remained unpersuaded. Activision has complied with the ban, and though they have not issued a public apology, the ruling serves as a formal instruction to avoid similar content in future marketing to ensure social responsibility.

Clearcast approval explained: what “ex-kids” scheduling restriction means

Before airing, the ad was approved by Clearcast with an “ex-kids” restriction, meaning it could not be shown during or around children’s programming or during times with high child viewership. Clearcast believed that for an adult audience, the ad was a parody unlikely to cause widespread offense.

ITV applied even stricter “ex-kids and family” filters. However, the ASA’s ruling demonstrates that Clearcast’s approval is not a final safeguard; the ASA can overrule it if the content itself is deemed unacceptable. The ban highlights that even with strict scheduling and an adult target audience, content that trivializes sexual violence violates UK advertising codes.

ITV on-demand and Channel 5 involvement in the Black Ops 7 advert clearance

The banned “Airport Security” commercial appeared on YouTube and UK broadcaster video-on-demand (VOD) platforms, specifically ITV Hub and Channel 5’s My5. Both broadcasters participated in the ASA investigation and defended their decision to air the content.

ITV explained that they required Clearcast pre-clearance for ads on ITV Hub. They applied an “enhanced restriction,” ensuring the ad did not appear around family content in addition to honoring the “ex-kids” rating. ITV maintained that, within this adult context, the ad was not offensive or irresponsible. Channel 5 echoed this sentiment, noting they followed Clearcast’s scheduling advice. They argued that the “Replacer” character was a well-known comedic element of the franchise and that the sketch was a satirical take on the “officious nature of US airport security,” utilizing known performers Nikki Glaser and Peter Stormare to signal it was a comedy bit.

While neither broadcaster raised objections during the initial clearance, they both stood by the decision that the ad was acceptable for adult audiences until the ASA ruling. As they followed the standard procedure of trusting the Clearcast clearance, the broadcasters are unlikely to face individual censure, as the responsibility for the content rests with the advertiser, Activision Blizzard UK. Following the ruling, both broadcasters have ceased showing the ad.

ASA decision on “drug use” complaints in the Call of Duty: Black Ops 7 ad

The ASA also investigated whether the advertisement encouraged or condoned drug use after two people complained about a scene where Nikki Glaser’s character suggestively licks her teeth and grins after finding a prescription pill bottle. The ASA did not uphold this part of the complaint, deciding it did not break rules regarding social responsibility toward drug use. Their reasoning included:

• The scene was very brief and could easily be missed.
• The nature of the medication was unspecified and not explicitly shown to be illegal.
• The interaction was ambiguous and could be interpreted as the officers being unprofessional or corrupt rather than planning to consume the pills.

The ASA concluded that the interaction was more likely seen as a reference to the characters’ lack of professionalism. Because there was no depiction of actual consumption or a positive portrayal of misuse, the ad did not breach CAP Code rule 1.3 in this regard.

CAP Code rules breached in the Black Ops 7 advert (social responsibility and offence)

The ASA cited two specific breaches of the CAP Code in its decision to ban the ad:

• CAP Code Rule 1.3 – Social Responsibility: This rule requires ads to be prepared with a sense of responsibility to consumers and society. The ASA determined that by making light of sexual violence, the ad acted irresponsibly and potentially contributed to a culture of insensitivity toward a serious societal issue.
• CAP Code Rule 4.1 – Harm and Offence: This rule mandates that ads must not contain anything likely to cause serious or widespread offence. The ASA concluded that deriving humor from a non-consensual sexualized scenario crossed the line into unacceptable offence, regardless of the intended comedic tone.

The ASA noted that while humor is generally allowed, it is not a defense when the subject matter is highly sensitive. The advertiser was warned to ensure future marketing does not trivialize sexual violence.

What “the ad must not appear again in its current form” actually means

The ASA’s directive that “the ad must not appear again in its current form” carries several specific implications:

• “Must not appear again”: Activision Blizzard UK must immediately stop running the ad on any UK platform. Failure to comply could lead to sanctions or referral to Trading Standards.
• “In its current form”: This allows the possibility for the ad to be edited. Activision could potentially remove the “puppet show” and “going in dry” segments and attempt to have a toned-down version re-cleared.

While the ruling only applies to the UK, companies often age-restrict or pull such ads globally to avoid reputational damage. The ASA does not issue financial fines, but the requirement to pull a high-profile campaign results in lost exposure and production costs, along with a public record of the breach. The ruling effectively bans the specific execution of the ad unless the offensive elements are entirely removed.

Can Activision appeal an ASA ruling on a YouTube or VOD advert

Activision can request an appeal through the ASA’s Independent Review process, though these are rarely granted and seldom lead to a full reversal. To initiate a review, the advertiser or complainants must submit a request within 21 days of the ruling. The grounds for review are strictly limited to:

• Providing new evidence that was unavailable during the initial investigation.
• Identifying a substantial flaw in the ASA Council’s ruling or the investigative process.

The Independent Reviewer, who is separate from the ASA’s council and staff, determines if these criteria are met. If a review is accepted, the reviewer may recommend that the ASA Council reconsider. In this specific case, an appeal is considered unlikely because the ruling addresses a sensitive issue, the ad’s primary campaign window has passed, and an appeal might draw further negative publicity. While Activision could argue that the targeting mitigated harm, the ASA already dismissed that defense. If an appeal were pursued and failed, the council’s reviewed decision would be final.

Is the banned Black Ops 7 advert still on YouTube and can it still be shared

The ASA’s ruling does not automatically remove a video from the internet, and the “Airport Security” commercial remained viewable on Activision’s official YouTube channels immediately following the decision. However, because the ASA governs advertising targeted at UK consumers, Activision is expected to remove or age-restrict the video for UK viewers to comply with the spirit of the ruling.

While the ad cannot be used in a paid advertising capacity (such as a pre-roll or sponsored slot), it can still technically be shared or viewed as an organic upload. Sharing the link privately is not illegal, as the ASA’s enforcement is directed at advertisers and media owners rather than individuals. Paradoxically, the ban often increases curiosity and views. Over time, Activision may geoblock the video in the UK or take it down entirely to avoid being listed as a non-compliant advertiser.

Call of Duty “Replacer” campaign explained (Peter Stormare adverts history)

The “Airport Security” ad is part of the long-running “Replacer” campaign, which features actor Peter Stormare as a fixer who takes over people’s daily lives so they can play Call of Duty. The campaign has a history of high-production, humorous spots:

• 2013 (Black Ops II): The campaign began with Stormare replacing gamers in their jobs and chores.
• Black Ops II DLC: J.B. Smoove joined Stormare to add a different comedic dynamic.
• Subsequent Titles: The concept was used for Black Ops III and IV, sometimes with localized actors.
• Black Ops 7 (2025): The campaign expanded to include new “Replacers” like Terry Crews and Nikki Glaser, with Stormare appearing alongside them.

The humor typically stems from the Replacers being comically incompetent or overzealous in mundane roles, such as baristas, principals, or security guards. Stormare’s dry, intense delivery is the signature style of the series. The “Airport Security” installment was unique because it introduced a quasi-NSFW scenario that crossed into sensitive territory regarding sexual violence, unlike previous ads that focused on violent slapstick or general mayhem. Despite the ban on this specific ad, the “Replacer” campaign remains a staple of Call of Duty marketing, known for its creative use of celebrity cameos and its ability to embed the character in various media.

Nikki Glaser Call of Duty advert controversy explained

The involvement of American comedian Nikki Glaser, known for her racy and “no-holds-barred” comedic style, played a central role in the controversy. Activision cast Glaser to bring an edgy persona to the “Airport Security” commercial, where she delivered lines like “Time for the puppet show!” in a dark comedic tone.

The controversy stems from the fact that an advertisement starring Glaser was banned for trivializing sexual violence. While such humor might be acceptable in a stand-up special or a sketch, the ASA holds commercial advertisements to a different standard of taste and decency. The ASA acknowledged Glaser’s status as a comedian but ultimately ruled that using her provocative style to frame non-consensual sexualized acts as entertainment was unacceptable.

Headlines regarding the ban have prominently featured Glaser’s name, although she has not publicly commented on the ruling. This incident serves as a regulatory lesson:

• A comedian’s participation does not grant an advertisement immunity from standards.
• Content that may be acceptable in a comedy club can still be deemed a breach of advertising codes.
• Context is vital, as the ASA found that the ad crossed the line into trivializing sexual assault despite its comedic intent.

How the ASA regulates video game advertising on YouTube and streaming platforms

The ASA has the authority to ban ads on YouTube and video-on-demand (VOD) services because the CAP Code is media-neutral. In the UK, advertising rules apply to digital platforms, social media, and streaming services just as they do to traditional media.

• YouTube ads: Both pre-roll commercials and promotional content uploaded to a brand’s official channel fall under the ASA’s remit if they are marketing communications intended to promote a product.
• Video-on-Demand (VOD) services: Ads on platforms like ITV Hub and My5 are classified as non-broadcast ads and must follow the CAP Code. The ASA acts as a co-regulator for these services.
• Social Media & Streaming: Marketing communications on Facebook, Twitch, and Instagram are also subject to ASA oversight regarding offense and social responsibility.

While the ASA considers audience targeting, it ruled that the Call of Duty ad was problematic regardless of the adult targeting used by Activision. YouTube is a signatory to ASA decisions, meaning it abides by rulings to remove non-compliant ads. This case confirms that digital platforms do not offer a “safe haven” for content that violates UK advertising standards.

Past Call of Duty adverts banned or restricted in the UK (ASA history and examples)

The Black Ops 7 ban is the latest in a history of ASA interventions regarding Call of Duty marketing, though it represents a shift from timing restrictions to an outright content ban.

• Modern Warfare 3 (2012): The ASA ruled that a TV trailer featuring urban warfare in London and New York could not be shown before 7:30 pm. Despite an “ex-kids” restriction, the ASA determined the violent imagery could cause distress to children watching general programming like football matches.
• Modern Warfare 2 (2009): A controversial viral video titled “Fight Against Grenade Spam” was pulled by Activision following public backlash over a derogatory acronym, though it did not lead to a formal ASA ruling.
• Black Ops III (2015) and Ghosts (2013): These featured high-profile live-action trailers that utilized violence and humor but did not receive formal ASA bans, likely due to appropriate scheduling or being judged acceptable in context.

The ASA has also restricted ads for other titles, such as “Condemned 2” for graphic violence and “Resident Evil 2” for being too scary for daytime audiences. The Black Ops 7 ruling is significant as it is likely the first time a Call of Duty ad has been fully banned for its comedic treatment of sexual violence rather than its depiction of military violence. This highlights that while violence often results in scheduling restrictions, sexual violence themes are treated as a “red flag” for total bans.

How to complain to the ASA about an offensive video game advert

If you find a video game advertisement offensive or harmful, you can file a complaint with the ASA through a straightforward public process:

1. Gather details about the ad, including where and when you saw it (YouTube, TV, social media), the brand or game name, and the specific content you found offensive.
2. Submit an online complaint form on the official ASA website. You will need to provide your contact information, which remains confidential, and a description of why the ad breaches advertising codes.
3. The ASA will assess the complaint and may launch an investigation, contacting the advertiser for a response.
4. If the complaint is upheld, the ASA will require the ad to be modified or banned and will publish a formal ruling.

Complaints should be made while the ad is running or shortly after. Anyone in the UK can report an ad, and the process is free and confidential.

Frequently Asked Questions (FAQs)

1. What did the banned Call of Duty: Black Ops 7 “Airport Security” ad show?
   It was a live-action commercial featuring Peter Stormare and Nikki Glaser as fake TSA agents. They subject a male passenger to an exaggerated search, ordering him to strip and implying a non-consensual cavity search with lines like “Time for the puppet show!” and “Bite down on this, she’s going in dry.”
2. Why did the ASA ban the Black Ops 7 “Airport Security” commercial?
   The ASA ruled that the ad “trivialised sexual violence.” By using the threat of painful, non-consensual penetration as a comedic gag, the ad was deemed socially irresponsible and likely to cause serious offence.
3. How many people complained about the Call of Duty ad?
   There were 11 complaints in total: nine regarding the trivialization of sexual violence and two regarding suggested drug use. The ASA upheld the nine sexual violence complaints.
4. Which advertising rules did the Call of Duty ad break?
   The ad breached CAP Code rules 1.3 (Social Responsibility) and 4.1 (Harm and Offence).
5. What does an “ex-kids” restriction mean in advertising?
   It is a scheduling rule that prevents an ad from being shown during or around programs specifically aimed at or likely to be watched by children.
6. Who are the “Replacers” in the Call of Duty ads?
   They are recurring characters, led by Peter Stormare, who humorously take over people’s real-life jobs so the individuals can stay home and play Call of Duty.
7. Did Activision or the actors respond to the ban?
   Activision Blizzard UK defended the ad during the investigation but has not issued a public apology or contestation following the ban. The actors have not publicly commented.
8. Can I still watch the banned Call of Duty ad somewhere?
   Yes, it may still exist as an organic video on YouTube or other sites, as the ban applies to its use as a commercial advertisement in the UK rather than its existence as internet content.
9. Have other Call of Duty ads been banned or restricted in the UK before?
   In 2012, a Modern Warfare 3 ad was restricted to post-7:30pm slots because its violent imagery was deemed too distressing for children. The Black Ops 7 ban is the first full content ban for offensive themes.
10. How do I report an offensive video game advert to the ASA?
    Visit the ASA website and fill out the “Make a Complaint” form with specific details about the ad’s content and where it was seen.

Conclusion

The ASA’s ban on the Call of Duty: Black Ops 7 “Airport Security” ad serves as a clear reminder that sexual violence is not an appropriate subject for humor in marketing. The ruling emphasizes that online and on-demand platforms are subject to the same strict standards as broadcast TV. It also highlights the efficacy of the UK’s regulatory system, where a small number of public complaints can lead to a nationwide ban on a high-profile campaign. Moving forward, advertisers must ensure their creative content respects societal standards and avoids trivializing serious harm, regardless of the target demographic.

Sources and Citations

• Advertising Standards Authority (ASA) — Official ruling (18 Feb 2026)
  • ASA Ruling on Activision Blizzard UK Ltd t/a Call of Duty (Call of Duty: Black Ops 7).
• PC Gamer — Andy Chalk (18 Feb 2026)
  • Chalk, A. (2026, February 18). Black Ops 7 ad banned in the UK for “trivializing sexual violence”. PC Gamer.
  • GameDeveloper — Chris Kerr (18 Feb 2026)
  • Kerr, C. (2026, February 18). Call of Duty ad banned in the UK for trivializing sexual violence. GameDeveloper.
• Kotaku — Zack Zwiezen (18 Feb 2026)
  • Zwiezen, Z. (2026, February 18). Call Of Duty: Black Ops 7 Ad Banned Over Sexual Assault Joke. Kotaku.
• Clearcast Help Centre — “ex-kids” restriction (FAQ)
  • Clearcast. (n.d.). Clearance FAQs (includes: “Our ad has been restricted to ‘ex-kids’. What does this mean?”). Clearcast Help Desk.
• The Guardian — Mark Sweney (25 Jul 2012)
  • Sweney, M. (2012, July 25). Call of Duty: Modern Warfare 3 ad banned from daytime TV. The Guardian.
  • Call of Duty Wiki (Fandom) — “The Replacer”
  • Call of Duty Wiki (Fandom). (n.d.). The Replacer.
• ASA Guidance — YouTube advertising advice (25 Jan 2024)
  • Advertising Standards Authority / CAP. (2024, January 25). Stream, watch, advertise? Advice for advertising on YouTube. ASA | CAP News.
• ASA — “Make a complaint” (Complaints FAQ)
  • Advertising Standards Authority (ASA). (n.d.). Complaints FAQ.

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