Advertising Standards Authority bans mobile ads from King, Scopely, and others for misrepresenting gameplay

The UK Advertising Standards Authority (ASA) has banned mobile ads from developers including King and Scopely after ruling they misled consumers by showing non-representative gameplay. The regulator also took action against Singapore-based Omnilojo and Cyprus-based Vistrex, known as Royal Ark Games, for similar violations. ASA senior investigative officer Freddie Alcock emphasized that ads must accurately reflect gameplay to ensure informed consumer decisions.

A Facebook ad for King’s Farm Heroes Saga was banned for depicting a match-three puzzle with nails falling and a saw moving toward a cow—elements not present in the game. King argued these were fictional additions to create urgency and cited disclaimers, but the ASA found the disclaimer failed to correct the misleading impression. The regulator concluded the ad presented an unattainable gameplay scenario.

An ad for Loom Games’ Pixel Flow was also banned for featuring elements not included in the actual gameplay. Scopely acquired a majority stake in Loom Games earlier in the year, though the ASA’s decision focused solely on the ad’s inaccuracies. The ruling highlights the ASA’s scrutiny of ads that exaggerate or fabricate gameplay mechanics to attract players.

Three Google ads for Omnilojo’s Dark War Survival were banned for showing non-interactive, cinematic sequences instead of gameplay. The ads included graphics that differed materially from the game and displayed false badges claiming awards such as '2026 Game Creative' and '2026 Survival Game.' Omnilojo argued the badges referred to store listings, but the ASA ruled them misleading. An ad for Vistrex’s Idle Zombie Miner: Gold Tycoon was banned for showcasing a 60-second minigame rather than the full game’s experience.