The British Army faced heavy criticism recently for its promotion of a boot camp-themed island in the popular video game Fortnite. With a player base consisting primarily of young people, the army's collaboration with popular streamers Elz the Witch and Yung Filly drew the ire of many.
Young and Impressionable
Fortnite boasts a vibrant and colorful design that appeals to its predominantly youthful audience. So it came as no surprise that the Army saw an opportunity to connect with this demographic by promoting a boot camp within the game.
Public Outcry
However, the Army's promotional efforts quickly backfired. The event, which was scheduled to take place on January 24, was canceled after facing significant backlash from users. The island itself was removed from the game, as the developer, Epic Games, stated that it would be "under moderation."
Violating Content Guidelines
Fortnite's Terms of Use explicitly state that commercial content and sponsors must adhere to the game's content rules and guidelines. Specifically, promotion of military recruitment is prohibited. The Army's boot camp island and event seemed to be in violation of these guidelines, despite their denial that the initiative was intended for recruitment.
A Change of Plans
Following discussions with industry partners, the Army spokesperson confirmed that they have decided not to proceed with the project. While the original promotion did not explicitly call for enlistment, the intention behind the island and event seemed clear to fans.
If you're interested in more Fortnite news, be sure to check out the new TMNT collaboration!
Written by Georgina Young on behalf of GLHF.
