Game developer Square Enix took down its ‘Hitman: Absolution’ ad campaign after public outcry over its promotion of cyber bullying. “Square Enix wants you to put a hit on your friends” was the company’s email slogan, encouraging gamers to threaten their friends on Facebook. Created by U.K. advertising firm Ralph, Hire Hitman offered canned insults for male and female hits. The game allowed you to pick a Facebook friend, select a number of identifying — often negative — characteristics, and then send a video to the friend’s Facebook wall.

Reached for comment, a Square Enix official apologized for the app. “Earlier today we launched an app based around Hitman: Absolution that allowed you to place virtual hits on your Facebook friends,” a representative from Square Enix wrote via email. “Those hits would only be viewable by the recipient, and could only be sent to people who were confirmed friends.”

Square Enix pulled the app based on the feedback it had received. “We were wide of the mark with the app, and following feedback from the community we decided the best thing to do was remove it completely and quickly. This we’ve now done.”

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