Less than a week after announcing its intention to begin testing ads in VR, Facebook ran into a snag - the game developer that first announced it would collaborate with the company pulled out (via UploadVR). This was due to a flood of negative reviews of the announced game "Blaston" and a huge backlash from the community.

Since Blaston is a paid game, the review bombardment is not necessarily without merit. The uproar came about because at the time of purchase, gamers had no idea that they would be exposed to virtual advertising. Everyone expects ads in games that are free to play, but not so in those that they have already paid for.

The developer, Resolution Games, quickly backtracked on its decision to try advertising in Blaston, but it just so happens that the free-to-play title, the fishing game Bait!

Virtual reality fishing doesn't seem like such a bad concept, I don't think there are that many obvious opportunities for interactive advertising on the riverbanks. Otters with Gucci handbags and Barbour-clad toads are not that common an occurrence, but in VR anything would be possible.

Let's be honest, now that we've opened the bottle on this particular ad, there's no putting the lid back on it. The question is how invasive this ad will be."