The UK’s advertising watchdog has released a report detailing the disturbing trend of sexualisation and stereotyping in depictions of women in gaming apps.

The Advertising Standards Authority found that while most companies involved in their research into in-game ads were taking appropriate steps to ensure women and girls were not displayed in a harmful way, a number of breaches of this were identified.

The findings are released at a pivotal time for women and girls in the UK and the globe as the ASA cited research showing that 44% of the UK population is concerned about the objectification of women and girls in ads.

Harmful ads of apps were found in the ASA’s three-month monitoring of 14 gaming apps, including animated content.

This included harmful stereotyping of women as sexual objects, sexual encounters that were implied to be non-consensual, and the use of pornographic tropes.

The new research follows previous ASA investigations which upheld 11 complaints in cases where in-app ads were found to have harmfully objectified women, or even condoned violence against them, which took place over the last two years.

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Previous surveys from the ASA reveal public concern in the representation of idealised body images for women, and the overall objectification of women and girls, which highlighted concerns that these images and ads could leave lasting negative impressions of women and girls.

“No one – especially children – should be exposed to ads that reinforce harmful gender stereotypes, especially those that may incite or condone violence against women,” the ASA said in its report.

Following the report, the Committees of Advertising Practice (CAP) has published specific guidance for in-app ads to help advertisers get it right, and ASA plans to further engagement with the in-app ad industry to ensure that guidance is widely seen and understood and will continue to take a strong stance on ads which cause harm.