A controversial British Army recruitment campaign in the popular game Fortnite appears to have been removed from the platform, sparking speculation and backlash. The campaign, which featured a custom-made Fortnite map and was set to be promoted by high-profile influencers, has been met with mixed reactions and has now been taken offline.
Last week, social media posts by the British Army promoting the campaign raised eyebrows, particularly due to the choice of using Fortnite, a game popular among younger players. The now-deleted posts showcased a custom Fortnite experience named Operation: Belong, featuring well-known Fortnite characters engaging in combat and an army boot camp-style assault course.
The campaign had planned to host a livestream on Twitch to unveil the map, featuring popular British YouTuber and musician Yung Filly and presenter Elz The Witch. However, the social media posts advertising the event have also been removed, leaving the status of the livestream uncertain.
Despite the trailer’s disclaimer that the promotion was not sponsored or endorsed by Epic Games, the creators of Fortnite, it has faced criticism for potentially breaching the rules outlined in Epic Games’ Fortnite Island Creator Rules. These rules prohibit promotions that encourage enrollment in the military, raising concerns about the nature of the campaign.
Epic Games has confirmed that the promotion is currently ‘undergoing moderation,’ indicating that the custom-made island has not yet been made accessible to players on Fortnite. The removal of the campaign and the subsequent moderation process suggest that there may have been a breach of guidelines or a reconsideration of the campaign’s appropriateness.
