The Advertising Standards Authority has banned a TV ad for Call Of Duty: Modern Warfare 3 from being aired in the daytime.
The Guardian reports that the ASA has ruled scenes showing London and New York being subjected to military assaults as too violent to be shown when children could be watching.
Activision's promo for the game - which has an 18 certificate itself - was screened during an afternoon during a Premier League football match on Sky Sports 1.
Two viewers complained to the ASA, with one saying that her children had been frightened by the advert.
It had been given an ex-kids rating, which means that it was not to be shown during shows likely to appeal especially to under 16s.
The ASA ruling said: "We considered that the scenes of violence and destruction, together with the sound effects and music, could cause distress to some children who might see the ad.
"Although we noted that the ad was only shown during the football, we concluded that it was inappropriate for broadcast during the day when young children might be watching and the ex-kids restriction was insufficient."