An American retailer has come under fire for running explicit ads on children’s video games. US company Wish.com was recently reprimanded by the Advertising Standards Authority, a UK watchdog. The regulators said that Wish had behaved “irresponsibly” when running the ads. It is the third time in just five months that the firm has breached the rules, but it has yet to respond. The ASA told the BBC that it will “continue to apply pressure on Wish.com where necessary”.

The controversial ad appeared back in late November last year. It displayed a cartoon illustration of a penis. As BBC News reports, the ad was spotted on puzzle apps like ‘2048’, ‘Crazy Cake Swap’, and ‘Peel Smart Remote’. The apps have a Pegi 3 rating, meaning they are appropriate to be played by all ages. The ASA stated that “the ad must not appear again in an untargeted medium”.