Funplus Interactive ad deemed misleading by Advertising Standards Agency

Mobile developer used image from different game to promote King of Avalon: Dragon Warfare

Mobile developer Funplus Interactive has removed a promoted post on Twitter for its game King of Avalon: Dragon Warfare, after it was deemed misleading by the UK Advertising Standards Agency.

The post appeared on September 5, 2017 and featured the text, "My friends wouldn't stop recommending this game to me. Eventually I gave in and now I can't stop..." Below was a link to play the game King of Avalon: Dragon Warfare alongside an image to a different game.

"The ASA considered that consumers would understand from the ad that the image featured was from the advertised game, King of Avalon: Dragon Warfare," said the ASA in its ruling.

"We understood, however, that the image was actually from the game, Mount and Blade 2: Bannerlord. We therefore concluded that the ad was misleading."

According to the ASA, the ad breached CAP Code Edition 12 rule 3.1, which states that marketing and advertising "must not materially mislead or be likely to do so."

As a result, the ASA ruled that the ad must not appear in its "current form" and told Funplus Interactive to ensure that the used imagery that "reflected the actual gameplay in their advertising."

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Latest comments (1)

John Bye Lead Designer, Future Games of London2 months ago
This kind of thing is rife in mobile advertising. Half the mobile strategy game ads I see use footage from PC games like Mount & Blade or Cossacks and pass it off as their own game. Funplus are by far the worst offender, with their games King of Avalon and Guns of Glory constantly coming up when I see mobile ads, and always using footage from other games.

It's going to take more than a "don't use that ad again" ruling to clean things up.
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