Once again, NSFW ads appear in mobile game for kids

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Images of naked women and explicit language show up for the second time in UK's My Talking Tom app

The creators of a smartphone app for children in the UK have drawn complaints for a second time after "inappropriate" images of naked women and explicit wording appeared on the screen without warning.

Two pop-up ads for "Affairalert.com", placed by Plymouth Associates Ltd, appeared in the app "My Talking Tom" in August.

One ad included a selfie of a naked woman with the words "Wanna fuck?" written on a mirror. Text below the image stated "Want to fuck her?" with the options "Yes", "Maybe" and "No."

The second image also featured a naked woman, with similar text.

Two parents, whose seven- and three-year-old children were using the app when the ads appeared, complained to the UK's Advertising Standards Authority that the ads had been "inappropriately and irresponsibly placed" in a game likely to be played by children.

This is not the first time the makers of the game have been contacted by the ASA about explicit advertising. In June, Outfit7 Ltd, which runs the app, was criticized after an ad for Ewank.com showed an image of seven naked women involved in sexual activity.

Responding to the complaint over Affairalert.com, Outfit7 said that although their apps were not directed at children, they strove to be family-friendly, and had a number of advertising restrictions in place. They said that had a strict policy on advertising, but were unable to establish which network was responsible for the ad. Despite the similar case in June, Outfit7 claimed the issue had not arisen again.

Plymouth Associates, the owner of Affairalert.com, claimed they had no role in placing the ad and believed a malicious third party may have been involved. They stressed that they would never intentionally allow an ad to appear in a place children could view it.

In its ruling, the ASA said they had received no evidence to suggest the ad had been maliciously placed.

"The sexually explicit content of the ads and the product they promoted meant that they should not appear in media which might be seen by children," read the ruling. "We considered that the My Talking Tom app, in which the ads had appeared, would be of particular appeal to children."

The ASA said that Plymouth Associates must ensure their ads were targeted appropriately and did not appear in apps that were played by children.

This article first appeared on campaignlive.co.uk.