Social media giant had indicated that Mafia City content did not breach guidelines

This article is more than 2 years old

This article is more than 2 years old

Facebook has removed an advert for a video game that invites players to torture or kill a gagged and trembling woman after initially indicating that the content did not breach its guidelines.

The ad depicts scenes from a popular game called Mafia City, which has been downloaded more than 10m times as a mobile app and is promoted on Facebook users’ feeds. It has been banned by YouTube.

It features a blonde woman with tape over her mouth, apparently shaking with fear while the player decides between two options, “torture” or “finish her”. A speech caption reads: “Boss, I won’t betray you.”



Facebook initially indicated that the ad did not breach its guidelines, adding that it appeared only to users who have registered their age as over 18.

But a spokesperson said on Friday that the social media site has now chosen to take the promotion down. “We’ve reviewed this ad and have removed it for violating our policies,” they said.

“All advertisers must comply with our policies which make it clear that ads must not contain content that is sensationalist, intended to shock or scare viewers, or depicts threats of violence.”

The sponsored video appears under a caption that reads: “This game is too real for under 18s. Control yourself and try not to become addicted.”



The advert previously appeared on YouTube but a spokesperson for the video site’s parent company, Google, said it had been “disapproved” after complaints.

The video previously drew criticism from Reddit users. One said the game was “literally implying rape of captured women”.

Another responded: “I mean rape might be toturous [sic] but torture definitely doesn’t imply rape.

“I bet if you click torture it’s probably doesn’t show anything or it’s like Chinese water torture. It’s just a shitty game trying to show off how edgy their story is.”

One Twitter user asked YouTube this year why it was featuring “offensive content” such as the Mafia City advert.



Mean Machine on 4! (@SolidGoldCEO) @YouTube Considering your policy on de-monetising offensive content; can I ask why an actual ad on your site for the game Mafia City was basically a bunch of women with duct tape over their mouths, pleading that they won't betray, with the option "torture" clearly displayed?

The advert also appears to have featured on online music streaming service Pandora Radio, according to a Twitter user who complained that it “normalises violence against women”. The Guardian has approached Pandora Radio for comment.



Mafia City, which has a tagline inviting players to “become the revered Godfather”, is made by Yotta Games.

The company is domiciled in Hong Kong, according to a companies register, but a customer services telephone line indicates that it has a presence in the US state of Alabama.

A spokesperson for the company said via email: “These ads are made by some other companies in cooperation with us, we will contact them to solve this.”

Facebook and YouTube have previously come under fire for profiting from adverts that promote racial hatred or contain content otherwise deemed offensive.



Several major brands pulled advertising from YouTube last year after their content appeared next to videos promoting extremist views or hate speech.



Facebook launched a system in 2013 to prevent adverts being shown next to violent, graphic or sexual content, after pressure from advertisers such as Nissan, Nationwide and BSkyB.