EA has pulled an ad promoting FIFA microtransactions from a UK magazine aimed at children, following a backlash. The company issued a mea culpa statement regarding the ad, saying it "appeared in environments it shouldn't have."

Eurogamer reports that ads for FIFA Ultimate Team appeared in the Smyth's toy shop magazine. FUT is a big money-maker for EA, thanks to the sale of FIFA Points that are used to buy randomized packs. The loot box mechanic has drawn comparisons to gambling as the microtransaction practice has been under added scrutiny, so marketing it towards children was criticized especially sharply. Some fans called for a boycott.

EA issued a statement to Eurogamer saying it is reviewing all future media placements and apologizing for the ad appearing in the magazine.