Most well-known mobile games fail to adhere to UK regulations concerning loot box advertisements
A significant number of leading Android games are not adhering to UK advertising standards by not revealing the existence of loot boxes in their advertisements, according to the Advertising Standards Authority's guidelines.
An investigation conducted by the BBC reviewed advertisements for the top 45 revenue-generating games on Google's Play Store. Among these, 26 games had loot boxes depicted in their store descriptions, and 22 games were actively promoted during the research period.
The BBC's findings indicate that only two games' advertisements explicitly informed consumers about the inclusion of loot boxes.
The ASA mandates that game adverts must disclose the existence of loot boxes if they are part of the game, with non-compliant ads subject to removal or banning.
This year, the ASA has enforced multiple ad bans targeted at companies like EA, Miniclip, Jagex, and Gamehaus, Huuuge Global, Mobee Co, SpinX, and Zeroo Gravity Games.
Many specialists feel the ASA is inadequately enforcing these standards, as stated in discussions with the BBC.
The ASA commented, "This is an ongoing area of our work, and we're closely monitoring the sector to discover the scale of compliance and act accordingly."
Scopely's Monopoly Go, the leading game by revenue on Google Play, is among the titles whose ads omitted mention of random in-game purchases.
Correction: The initial version of this article incorrectly stated that only two games did not comply with ASA guidelines, but in reality, these were the only games that adhered to them. This has been corrected.
