ASA 禁止 King、Scopely 等公司误导性手游广告

The UK’s advertising watchdog has banned mobile game ads from King, Scopely, Dark War Survival publisher Omnilojo and Vistrex for misleadingly representing their gameplay.

The Advertising Standards Authority (ASA) published four rulings today as part of a wider crackdown on misleading gameplay in mobile ads. All of the ads were seen on April 28, 2026.

“Mobile game ads must give people an accurate impression of the gameplay they can expect and mustn’t mislead them with scenarios or features that aren’t representative of the actual game,” said ASA senior investigations executive Freddie Alcock.

The most serious ruling was against Singapore-based Omnilojo, which publishes zombie strategy games Dark War Survival and Last Z: Survival Shooter. Three Google ads for Dark War Survival showed looting, shooting zombies, driving and an armed survival train, all rendered in highly produced graphics. The ASA found these were non-interactive story sequences rather than gameplay, and that the game’s actual graphics “differed materially” from those in the ads.

One ad also featured laurel-style badges reading “2026 Game Creative” and “2026 Survival Game”. Omnilojo said these referred to the game being featured on Google Play and the App Store, not to awards it had won, but the ASA ruled they were misleading.

Omnilojo accepted that its ads “could have done more” to separate story content from the game’s core interactive gameplay.

King’s Farm Heroes Saga had one of its two Facebook ads banned. It showed genuine match-three gameplay, but each match also brought down nails holding up a hatch while a saw descended on a cow, ending with the word “FAIL”. None of those elements appears in the game.

The ad carried a disclaimer alternating between “Not in-game footage” and “Not actual gameplay”. King argued this made clear the ad was a creative representation, but the ASA said the disclaimer was likely to “contradict, rather than clarify” how consumers would understand the game.

Scopely also had one of two Facebook ads banned for Pixel Flow, which it said is developed and published by Loom Games. The ad opened with a pipe-rotating puzzle, operated by a hand cursor, that does not exist in the game. In both the King and Scopely cases, the ASA cleared the second ad because its opening sequence was clearly cinematic, with no cursor or interface elements.

Finally, Vistrex had both a Facebook ad and its Google Play listing for Idle Zombie Miner: Gold Tycoon banned. They showed players directly controlling an excavator across an open-world map. While Vistrex pointed to a bonus stage with similar mechanics, the ASA noted it lasts 60 seconds, appears only after four of the game’s 194 mines, and is not part of the core gameplay.

None of the banned ads can appear again in their current form.