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A Marvel Rivals TikTok advert that told players to “abuse” the Invisible Woman has been deemed to be a breach of advertising standards in Australia. During the start of the game’s Season 1 update, an advert showing the Invisible Woman in her Malice skin told players to “abuse her this season”.
In an Ad Standards Community Panel held on March 5, 2025, Marvel Rivals was found to have breached advertising standards by promoting “sexual violence against women” within the vidoe game.
Marvel Rivals Ad Standards breach
In the case, found here, it explains the adveryisement breaches both the advertising Code of Ethics for violence, but also sex, sexuality and nudity.
“This TikTok advertisement features a cartoon image of a woman laying back on something wearing a bodysuit, boots and gloves,” the case reads. “The text ‘Abuse her this season’ is also featured.”
In the advert, a player voice says: “Guardian Sheild is one of the most busted abilities in the game. So abuse Invisible Woman while you can, but she also has some crazy synergies which is what Marvel Rivals is all about!”
Following complaints by citizens towards the advert, the panel concluded that the ad does promote violence against women.
“The Panel noted that the first two seconds of the advertisement featured a still image of a cartoon woman with the text ‘abuse her’,” the case reads. “The Panel considered that the most likely interpretation was that the advertisement was inviting the viewer to harm the woman.”
While the advertisement is telling players to abuse “free access to the character”, it’s said in a way which “does depict or suggest violence” of a sexual nature. With this in mind, the advertisement does break advertising ethics.
During the advertisement’s investigation period, Disney and NetEase didn’t respond to the complaints raised by the Ad Standards panel. We have reached out to developer NetEase Games for comment.
The “abuse her” advertisement isn’t the only uncomfortable advertisement for NetEase’s popular superhero multiplayer game. Another advert, this time on Reddit, was deemed mysgonistic by players for again making use of the Malice skin to draw in players.
Marvel Rivals is one of the biggest free-to-play games around with millions of players. Attached to one of the biggest Disney brands ever, the game’s hyper-sexual marketing is uncomfortable for some.
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