Facebook has removed an advert for a video game that invites players to torture or kill a gagged and trembling woman after initially indicating that the content did not breach its guidelines. The ad depicts scenes from a popular game called Mafia City, which has been downloaded more than 10m times as a mobile app and is promoted on Facebook users’ feeds. It has been banned by YouTube.

It features a blonde woman with tape over her mouth, apparently shaking with fear while the player decides between two options, “torture” or “finish her”. A speech caption reads: “Boss, I won’t betray you.” Facebook initially indicated that the ad did not breach its guidelines, adding that it appeared only to users who have registered their age as over 18.

But a spokesperson said that the social media site has now chosen to take the promotion down. “We’ve reviewed this ad and have removed it for violating our policies,” they said. “All advertisers must comply with our policies which make it clear that ads must not contain content that is sensationalist, intended to shock or scare viewers, or depicts threats of violence.”

The advert previously appeared on YouTube but a spokesperson for the video site’s parent company, Google, said it had been “disapproved” after complaints. The video previously drew criticism from Reddit users. One said the game was “literally implying rape of captured women”.

Facebook and YouTube have previously come under fire for profiting from adverts that promote racial hatred or contain content otherwise deemed offensive.Several major brands pulled advertising from YouTube last year after their content appeared next to videos promoting extremist views or hate speech. Facebook launched a system in 2013 to prevent adverts being shown next to violent, graphic or sexual content, after pressure from advertisers such as Nissan, Nationwide and BSkyB.