UK Mobile Games Hide Loot Boxes in Ads: Investigation Reveals

UK Mobile Games Hide Loot Boxes in Ads: Investigation Reveals

A BBC investigation into the top 45 highest-grossing mobile games on the Google Play Store found widespread non-disclosure of loot boxes in advertising. Only two of the 22 games actively advertising loot boxes clearly disclosed their presence.

Concerning Findings

The investigation revealed that many popular games, including the highest-grossing game Monopoly Go, failed to mention randomised in-game purchases in their advertisements. This lack of transparency is concerning, especially for parents and gamers trying to make informed decisions.

Dr Jane Rigbye from the Young Gamers and Gamblers Education Trust stated that the findings are deeply concerning, highlighting the need for clear and transparent information about game features in the absence of robust regulation.

Industry Response and Regulations

The Advertising Standards Authority (ASA) is closely monitoring the situation and assessing the scale of compliance. Last year, the UK games industry agreed to restrict access to loot boxes for children via industry guidelines which include:

• Flagging loot boxes before purchase
• Clearly listing probabilities of loot box contents
• Providing an easy refund policy

These guidelines, drafted in collaboration with the UK government, aim to improve protections for children, young people, and adults.