Anime game platform operator CTW has come under scrutiny after the Advertising Standards Authority in the United Kingdom determined that promotional material for High School DxD Operation Paradise Infinity crossed the line of acceptable advertising. The ruling came after three separate complaints were filed about YouTube advertisements for the game, which is hosted on CTW’s popular G123 gaming platform.
The complaints centered on the way characters were presented in the ads. According to the ASA report, the adverts appeared to sexualize characters who were implied to be under eighteen through the repeated use of the term “high school” and suggestive imagery. The regulator noted that these depictions were irresponsible, offensive, and harmful, especially when considering the context of advertising in the UK.
CTW responded quickly to the complaints by pulling the ads and admitting that they did not align with UK advertising expectations. The company stated that it would strengthen its review and approval processes moving forward and pledged to comply fully with the Code of Non broadcast Advertising and Direct and Promotional Marketing. CTW emphasized that its intent had been to reflect the playful and comedic tone of the High School DxD anime rather than sexualize its characters, but also acknowledged that cultural differences meant the content was not received in the way the company expected.
The ASA was not persuaded by these explanations. Its ruling outlined that the advertisements included harmful gender stereotypes by objectifying and sexualizing women and portrayed the characters as stereotypical sex objects. The regulator highlighted specific wording used in the ads such as “boobtastic game,” “gentlemen’s harem,” and “titillating browser game,” alongside images that included exposed shoulders, thighs, partial nudity, open mouths, and sexual innuendo. This combination, the ASA concluded, was inappropriate and socially irresponsible.
As a result, CTW was found to be in breach of several UK CAP Code rules, including those covering social responsibility, offense, and inappropriate depictions of characters who could be considered underage. The ASA warned the company to ensure that future campaigns avoid causing serious or widespread offense, refrain from harmful stereotyping, and never present characters who appear to be under eighteen in a sexual way.
This ruling comes at a pivotal moment for CTW. Just weeks before the controversy, the company completed its initial public offering on the Nasdaq Capital Market, raising twelve million dollars to fuel global expansion efforts. The timing underscores the delicate balance international companies must maintain when marketing Japanese anime inspired games to audiences with very different cultural and legal expectations.
Despite the controversy, G123 remains one of the most recognizable online platforms for browser based anime games. Its lineup includes adaptations of popular series such as So I Am a Spider So What, Arifureta From Commonplace to World’s Strongest, Queen’s Blade Limit Break, and Seirei Gensouki Spirit Chronicles Another Tale. CTW has also announced new projects including The Apothecary Diaries Palace Chronicles, further expanding its reach.
High School DxD itself remains a globally known franchise, adapted from the light novels by Ichiei Ishibumi with art by Miyama ZERO. The anime adaptation spans four television seasons, blending supernatural action with harem comedy elements that have given it a loyal fan following. While the series often plays with risqué humor, this ruling highlights how material that may be accepted in Japan can trigger backlash when marketed in Western markets with stricter advertising standards.
The ASA’s decision sends a clear message that companies expanding into international territories must adapt their content to local cultural norms and legal frameworks. For CTW, the challenge now will be to continue promoting its titles while ensuring its advertising remains both creative and responsible in the eyes of regulators and audiences worldwide.
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