ADOR & Krafton To Take Action Against The Sexualization of NewJeans in PUBG Following Collaboration

ADOR and Krafton have released a statement after users of the video game PUBG misused their collaboration with NewJeans to sexualize the girl group.

NewJeans has sadly become a victim of sexual objectification by some malicious users following the girl group's collaboration with the survival shooting game PUBG.

On June 20, 2024, Krafton, the company behind PUBG, and NewJeans' agency ADOR released a joint statement acknowledging the issue. They stated, "Recently, there have been instances of some users creating and sharing inappropriate posts using NewJeans characters."

They emphasized, "This behavior does not align with the brand image and values of both parties and is offensive to all fans."

In response, ADOR and Krafton stressed that they would be taking action against users who continue to abuse PUBG's collaboration with NewJeans. They are doing this in the hopes of fostering a healthy environment in the game.

They stated, "We plan to take appropriate action regarding items that do not match the purpose of the collaboration in the near future. Through this, we aim to foster a healthier environment in the game and ensure that all users can enjoy the game safely. All users must adhere to PUBG's community guidelines, which prohibit the posting of inappropriate content. Violations may result in sanctions."

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They also warned, "We take this situation seriously and will actively respond to inappropriate content. Problematic posts will be deleted, and the users responsible may face restrictions on their community activities."

Furthermore, they called for fans' cooperation, asking them to report any harmful content. They stated, "To maintain a healthy and positive community culture, we need your cooperation. Please report any inappropriate content immediately."

Both parties acknowledged that they did not anticipate that some users would abuse the in-game content, saying, "The costumes were designed based on the game's age rating (15+), with prior agreement that they would not exceed the level of idol stage outfits. However, we did not fully anticipate that some users might misuse existing in-game content, undermining the collaboration's intent."

They reiterated that their biggest goal is to protect NewJeans and maintain a positive community, stating, "ADOR, which prioritizes the protection of artists and respect for fandoms, and Krafton, which aims to provide innovative and enjoyable experiences to users through game content, share a common goal of prioritizing the protection of artists and fostering a healthy and positive community culture. We have always prioritized the protection of artists during collaborations."

The following is the full joint statement from Krafton and ADOR.

"To PUBG and NewJeans fans,

First, we would like to thank you for your enthusiastic support and interest in the PUBG and NewJeans collaboration. We are delighted to provide an opportunity for both brands to connect more closely with their fans through this collaboration.

However, recently, some users have been creating and sharing inappropriate posts using NewJeans characters. This behavior does not align with the brand image and values of both parties and is offensive to all fans.

In response, Krafton and ADOR state the following:

In-Game Measures Regarding NewJeans Character Items: We will take appropriate action soon concerning items that do not match the collaboration's intent. This will help create a healthier environment in the game and ensure all users can enjoy the game safely. Detailed information about these measures will be provided shortly.

Adherence to Community Guidelines: All users must follow PUBG's community guidelines, which prohibit the posting of inappropriate content. Violations may result in sanctions.

Response Plan: Krafton and ADOR take this situation seriously and will actively respond to inappropriate content. Problematic posts will be deleted, and the responsible users may face restrictions on their community activities.

Request for Fan Cooperation: To maintain a healthy and positive community culture, we need your cooperation. Please report any inappropriate content immediately.

The collaboration aimed to combine the strengths of both parties to present new content and provide fans with unique enjoyment. The costumes were designed based on the game's age rating (15+), ensuring they did not exceed the level of idol stage outfits, as agreed beforehand.

However, we did not fully anticipate the possibility of some users misusing existing in-game content, potentially undermining the collaboration's intent.

ADOR, which prioritizes the protection of artists and respect for fandoms, and Krafton, which aims to provide innovative and enjoyable experiences to users through game content, share a common goal of prioritizing the protection of artists and fostering a healthy and positive community culture. We have always prioritized the protection of artists during collaborations.

We value the community we build together with our fans. We sincerely apologize for this situation and will strive to prevent any disappointment by ensuring thorough preparation and review in the future."

What do you think of the situation? Tell us in the comments below!

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Written by Alexa Lopez