The ASA recently found that Funplus, developer of King of Avalon: Dragon Warfare should only use images from its own game in advertising.
Through its agency, the developer actually promoted a Tweet using a screenshot from a different game. Though this is a UK regulator, the rule would certainly be the same in the US.
The ASA considered that consumers would understand from the ad that the image featured was from the advertised game, King of Avalon: Dragon Warfare. We understood, however, that the image was actually from the game, Mount & Blade 2: Bannerlord. We therefore concluded that the ad was misleading. The ad breached CAP Code Edition 12 rule 3.1 "Marketing communications must not materially mislead or be likely to do so."
/Passle/5a0ef6743d9476135040a30c/SearchServiceImages/2026-07-22-14-15-29-042-6a60d081bf22c590eca57688.jpg)
/Passle/5a0ef6743d9476135040a30c/SearchServiceImages/2026-07-23-16-54-55-763-6a62475fe61f23f448d7e4d8.jpg)
/Passle/5a0ef6743d9476135040a30c/MediaLibrary/Images/2026-07-23-15-29-19-655-6a62334fe61f23f448d6e8ae.png)
/Passle/5a0ef6743d9476135040a30c/MediaLibrary/Images/2026-07-21-14-42-33-808-6a5f85596f147dfb689f86bf.png)
