United Kingdom Removes Offensive HighSchool DxD game Ads

The browser game HighSchool DxD Operation Paradise Infinity caught the attention of anime fans and gamers after its advertisements angered authorities in the United Kingdom, who considered the images offensive.

The ASA (Advertising Standards Authority), the UK’s advertising regulator, opened a case against Japanese company CTW after complaints that the game’s ads violated local advertising standards.

United Kingdom Removes Offensive HighSchool DxD game Ads

Three complaints were submitted to the ASA, alleging that the game’s ads depicted school-looking characters in sexual contexts, which was deemed offensive and irresponsible by UK authorities. The promotional images used terms such as “boobtastic” and “gentleman’s harem,” while highlighting intimate body parts of the characters, leading to accusations of underage sexualization.

Below you can see the banned ads:

According to the ASA, the advertisements promoted harmful gender stereotypes and violated rules related to social responsibility and inappropriate representations.

CTW’s Response

CTW, the company behind the game and the G123 platform, admitted that the ads did not comply with UK standards and promptly removed the material. In a statement, the company explained that the goal was to replicate the comedic tone of the HighSchool DxD anime, but acknowledged the content could be interpreted negatively outside Japan.

The company also promised to review its internal processes to prevent further issues and ensure that future campaigns comply with international advertising rules.

ASA’s Ruling

According to the official report, the ASA determined that the HighSchool DxD Operation Paradise Infinity ads violated several CAP Code rules, including:

• Lack of social responsibility

• Offensive content

• Sexualization of characters resembling minors

• Use of harmful gender stereotypes

As a result, CTW was warned and must adjust its campaigns to avoid repeating the offense.

Impact on CTW and the G123 Platform

This controversy comes shortly after CTW’s IPO on Nasdaq, where it raised over 12 million dollars to fund its international expansion. The company manages the G123 platform, which hosts several anime-based games, such as Arifureta, So I’m a Spider, So What?, Queen’s Blade Limit Break, and the upcoming title inspired by Kusuriya no Hitorigoto (The Apothecary Diaries).

Despite the controversy, the game HighSchool DxD Operation Paradise Infinity remains available.

via Anime Corner