Rovio blocks "disturbing" pro-Israel ad found in Angry Birds and other games
Rovio has said it is now blocking a «disturbing» pro-Israel ad featuring graphic content after a Reuters report highlighted its discovery in Angry Birds and other family orientated games.
According to Reuters, the pro-Israel ad — created by the Israeli Ministry of Foreign Affairs as part of an «advocacy drive» amid the continuing Israel-Hamas war — featured images of Hamas militants, rocket attacks, terrified Israeli families, explosions, and blurred graphic footage, culminating in the message, «We will make sure that those who harm us pay a heavy price.»
Speaking to Reuters, an Israeli government official confirmed the ads were part of a $1.5m USD campaign but insisted advertisers had been instructed to block the advert «for people under 18». Despite these instructions, Reuters said it had documented six cases – in Britain, France, Austria, Germany, and Holland – where the adverts had been served in games for children or families.
In one instance, the advertisement had been seen by a six-year-old boy while playing Angry Birds, and Reuters reports it was also served to users, including children, of a number of other games: Alice's Mergeland, Stack, Balls'n Ropes, Subway Surfers, and Solitaire: Card Game 2023.
Angry Birds developer Rovio confirmed the advert had been shown to its players in a statement provided to Reuters. «Somehow these ads with disturbing content have in error made it through to our game», it wrote, but the Sega-owned company would not identify which of its «dozen or so» partners had placed the advert.
In a message on social media, Rovio said, «We work hard to make our games fun and safe to play. Remember, if you ever see ads that you deem inappropriate, please report the ad through the in-game
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