Global ad spend is expected to grow 8.7 percent from 2022.
By the end of the year, total ad spend will reach $738.5 billion.
America is the continent with the highest advertising investment by 2022.
The advertising industry is one of the most used in the world, that is why everything that happens in this sector is being evaluated by specialists. Recently, the UK Advertising Standards Authority (ASA) intervened a video game advertisement for considering it “sexist”.
Advertising is defined as any form of communication carried out by a natural or legal person, public or private, in the exercise of a commercial, industrial, craft or professional activity, in order to directly or indirectly promote a product or service. .
The importance of this industry can be seen reflected in advertising spending in the global market, where a study by eMarketer highlights that this The industry generates millions of dollars and spends about 516 billion dollars annually on media advertising.
Data from Zenith show that North America is the main focus of investment in the sector, where the United States alone is the largest advertising market in the world, with spending in excess of 240 billion dollars.
UK intervenes “sexist” advertisement
Recently, it was revealed that the UK Advertising Standards Authority (ASA) intervened in an Oasis Games ad, broadcast on Twitter and mobile phones, considering it “sexist”.
In that sense, the entity said that “the way the character was portrayed, including his dress, pose, expression, and setting It was sexual in nature.”
The report, published on the official website of the ASA, reveals that the intervention originated from a citizen complaint, where it was pointed out that the advertisement that appeared in the game Refantasia: Charm and Conquer “It was sexist, it objectified women, and it portrayed someone who appeared to be under 18 in a sexual way.”
Also, the complaint was against Oasis Games, the distributor, for a paid ad on Twitter to promote the game. Since in the tweet you could see the anime or manga style graphic that showed a young woman in a cage. The female figure wore metal shackles on her wrists and ankles.
Our latest rulings, published today, include: ads for mobile app/video games that featured harmful gender stereotypes, objectified and sexualized women; and, a craft brewery irresponsibly condoning and encouraging unwise styles of drinking. Find out more https://t.co/dbGYsWQNqM pic.twitter.com/FMVArcSW2m
— ASA (@ASA_UK) September 28, 2022
The complainants added that in the text that described the publication it said “YOUR LITTLE GIRL, I won’t let you get away again”. Currently, the graph does not exist, as it was removed by the company.
Given this, Oasis Games defined itself as a Chinese gaming company with an international reach, where “an internal investigation revealed a disconnect between its team of marketing and his localization team and took steps to fix it.”
Reason for which, they removed all similar ads, acknowledged the mistake and apologized for the offense.
“We felt that the ad portrayed the character as someone who appeared to be under 18, because her face appeared youthful, and in particular because the caption referred to her as ‘LITTLE GIRL.'”
“The ad violated the Code by depicting someone who appeared to be under the age of 18 in a sexual way. We concluded that the ad was likely to cause serious or pervasive offense, and included a gender stereotype, in a way that was likely to cause harm and was socially irresponsible.”explains the regulatory entity.
Like this case, others have arisen around the world, where the State prohibits some advertisements for promoting certain behaviors that are harmful to people, as happened in the Dutch city Haarlem, where meat advertisements were prohibited in public spaces, with the aim of take care of the environment.
This is how the world has changed and more and more the world’s industries and governments are paying attention to problems that have existed, but were little known, such as climate change.
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