Top Mobile Games Violate UK Rules on Loot Box Advertising

A BBC investigation reveals widespread non-compliance with regulations requiring disclosure of loot boxes in mobile game advertisements.

Only 2 of the 45 highest-grossing mobile games on Google's Play Store in the UK disclose the presence of loot boxes in their ads, as required by the Advertising Standards Authority (ASA).
Loot boxes, which critics liken to gambling, generate approximately $15 billion annually for gaming companies and are often accused of exploiting vulnerable players, including children.
The ASA has banned some non-compliant ads but is criticized for insufficient enforcement, with experts saying most games continue to ignore disclosure rules.
The UK government opted against regulating loot boxes in 2022, leaving the gaming industry to self-regulate, but compliance remains limited despite trade body Ukie's guidance issued in July 2023.
Monopoly GO, the highest-grossing mobile game on the Play Store, is among those failing to disclose loot boxes in its ads despite earning over $3 billion in revenue.