Tensions over gun violence are evidently mounting as complaints from viewers of a British football match got an ad for Activision’s triple-A shooter pulled off the air during the day. After receiving multiple complaints, the Advertising Standards Agency (ASA) pulled an ad for Infinity Ward’s Modern Warfare 3 from daytime time slots.

As reported by Gameranx.com, viewers of a Premier League football match saw the ad aired around 2:30 PM local time. The commercial featured depictions of gun violence and terrorism taking place in various locations worldwide including Paris and London. Those who have played the first-person military shooter know the franchise is known for its movie-style depictions of war; Modern Warfare 3‘s conflict takes place as bioterrorism weapons are released upon various locations around the globe.

The ASA has banned the commercial from daytime television, saying that “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.” The ad is allowed to run after 7:30 PM, however. In the wake of last week’s “Dark Knight Rises” midnight shooting in Aurora, Colorado where 58 people were injured and 12 were killed, it seems many are becoming more conscious of the violence surrounding them.