Graphic pro-Israel ads make their way into children’s video games
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[October 30, 2023]
By Raphael Satter, Katie Paul and Sheila Dang
(Reuters) - Maria Julia Cassis was sitting down to a meal in her
terraced home in north London when her 6-year-old son ran into the
dining room, his face pale.
The puzzle game on his Android phone had been interrupted by a video
showing Hamas militants, terrified Israeli families and blurred graphic
footage. Over a black screen, a message from the Israeli Ministry of
Foreign Affairs told the first grader: "WE WILL MAKE SURE THAT THOSE WHO
HARM US PAY A HEAVY PRICE."
Cassis, a 28-year-old barista from Brazil, said that the ad left her son
shaken and she quickly deleted the game.
"He was shocked," she said in a telephone interview last week. "He
literally said, 'What is this bloody ad doing in my game?'"
Reuters has not been able to establish how the ad came to Saranga's
son's video game, but her family isn't alone. The news agency has
documented at least five other cases across Europe where the same
pro-Israel video, which carried footage of rocket attacks, a fiery
explosion, and masked gunmen, was shown to gamers, including several
children.
In at least one case, the ads were played inside the popular "Angry
Birds" game made by SEGA-owned developer Rovio.
Rovio confirmed that "somehow these ads with disturbing content have in
error made it through to our game" and were now being blocked manually.
Spokesperson Lotta Backlund did not provide details on which of its
"dozen or so ad partners" had supplied it with the ad.
Israeli Ministry of Foreign Affairs' head of digital, David Saranga,
confirmed that the video was a government-promoted ad but said he had
"no idea" how it ended up inside various games.
He said the footage was part of a larger advocacy drive by the Israeli
Foreign Ministry, which has spent $1.5 million on internet ads since
Hamas' Oct. 7 attack on civilians in southern Israel ignited war in
Gaza. He said officials had specifically instructed advertisers "to
block it for people under 18".
Saranga defended the graphic nature of the ad campaign.
"We want the world to understand that what happened here in Israel," he
said. "It's a massacre."
Reuters contacted 43 advertising firms that Rovio listed on its website
as "third-party data partners" to try to ascertain who placed the ad in
the games.
Of those partners, 12 responded, including Amazon, Index Exchange and
Pinterest, and said they were not responsible for the ad appearing on
Angry Birds.
Saranga said the ministry had spent money with ad companies including
Taboola, Outbrain, Alphabet's Google and X, formerly known as Twitter.
Taboola and Outbrain said they had nothing to do with the gaming ads.
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Maria Julia Assis, supervises her son whilst he plays a video game
on his mobile phone, after he was interrupted by a graphic
pro-Israel advert, at their home in London, Britain, October 20,
2023. REUTERS/Hannah McKay
Google ran more than 90 ads for the foreign ministry but declined to
comment on where it displayed those ads. X, formerly known as
Twitter, didn't respond to requests for comment.
Reuters found no evidence of an analogous Palestinian digital
advertising effort, save for a few Arabic-language videos promoted
by West Bank-based Palestine TV, a news agency affiliated with the
Palestinian Authority.
A representative from the Palestinian Authority's foreign ministry
shared a statement saying the ministry was working to sway public
opinion by sharing evidence of suffering in Gaza under the Israeli
bombardment that followed the Oct. 7 attack, but did not say whether
it was using advertising as a tool.
Representatives from Hamas, the Islamist movement that governs Gaza,
did not respond to Reuters requests for comment about its media
campaigns.
Reuters documented six cases – in Britain, France, Austria, Germany
and Holland – where people had seen the same or similar ads as
Cassis' son or said their children had seen them. In the Cassis
family's case, the ads appeared in a game called "Alice's Mergeland"
made by a developer called LazyDog Game. Other ads appeared on
family-friendly digital pastimes such as the block-building game
"Stack," puzzle game "Balls'n Ropes," "Solitaire: Card Game 2023,"
and run-and-jump adventure "Subway Surfers."
Alexandra Marginean, a 24-year-old intern living in Munich said she
was surprised to see the pro-Israel video pop up in the middle of
her game of Solitaire.
"I had a very aggressive reaction to it," Marginean said.
LazyDog Game did not respond to requests for comment. Stack's
Ubisoft-owned developer Ketchapp, Solitaire's Austrian developer
nerByte, Balls'n Ropes' Turkish developer Rollic and Subway Surfers'
Danish developer SYBO Games also did not return messages seeking
comment on the ads.
Apple and Alphabet's Google, which police the apps on their in-house
software platforms for iPhones and Android phones, respectively,
referred questions back to the games' developers.
Rules on advertisements vary by country, but in Britain - where
Cassis and her son live - it's the Advertising Standards Authority
that monitors publicity campaigns. The authority said that while it
was not currently investigating any ads from the Israeli government,
in general any publicity with graphic imagery should be "carefully
targeted away from under-18s."
(Reporting by Raphael Satter in Washington, Sheila Dang and Katie
Paul in New York; Editing by Ken Li and Lisa Shumaker)
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