[Exclusive] Game Rating Board Demands Removal of Chinese Game Ads Featuring 'AV Actor Controversy'

[Asia Economy Reporter Bu Aeri] The Game Rating and Administration Committee has issued a corrective recommendation requesting the blocking of advertisements for the Chinese game 'Wangbi-ui Mat' (Taste of the Queen), which has been embroiled in controversy over sexual content.

A representative from the Game Rating and Administration Committee stated on the 11th, "Through internal monitoring, about five violation cases were detected, and last week, we sent a corrective recommendation request letter to platform operators such as YouTube," adding, "Upon a corrective recommendation request, the advertisement must be blocked within seven days. The advertisement is expected to be removed by next week."

'Wangbi-ui Mat' has sparked controversy for its advertisements that sexualize women. It hired a Japanese AV actress as a model and promoted with phrases like "Taste Mikami Yua!" Another advertisement for the same game shows content that does not exist in the game and excessively uses provocative terms such as "Gathering of beauties, various tastes." Each female character is described with terms like "rose flavor, lemon flavor, peach flavor, milk flavor," and it has been criticized for explicitly exposing specific body parts.

The Game Rating and Administration Committee judged that 'Wangbi-ui Mat,' rated for users aged 15 and above on Google Play, is running advertisements that are sexually provocative and falsely depict features not present in the game, making the ads inappropriate for its rating. The committee added, "According to Article 38, Paragraph 7 of the Game Industry Promotion Act, corrective measures can be ordered, and if so, information and communication service providers like YouTube can block the advertisements."

Under the current Game Industry Promotion Act, if the Minister of Culture, Sports and Tourism finds that games or advertisements/promotional materials provided through information and communication networks contain advertisements or promotional materials that differ from the content of the rated game, they may order the operator managing the bulletin board to refuse, suspend, or restrict handling. Additionally, those who receive corrective recommendations or orders must complete the measures within seven days and notify the chairman of the Game Rating and Administration Committee or the Minister of Culture, Sports and Tourism of the results.

The controversy over the sexual content of Chinese games is not new. Even before 'Wangbi-ui Mat,' advertisements for Chinese games that evoke homosexuality and adultery have consistently been problematic. Another Chinese game, 'Wang-i Doeneun Ja' (The One Who Becomes King), also sparked controversy for an advertisement showing women wearing signs with their ages around their necks, giving the impression they were being bought and sold. However, it is practically difficult to sanction overseas operators under domestic law, and Chinese games are said to use this as 'noise marketing.' An industry insider said, "Chinese game companies use sexual content as a marketing strategy," and added, "Stronger sanctions are needed."