A new report has found that popular mobile games in the UK are advertising without disclosing that they include loot boxes, random, in-game purchases that are considered exploitative and foster addiction. The Advertising Standards Authority bans ads that fail to make it clear whether a game contains loot boxes, but only two of the 45 highest-grossing games on the Google Play store adhered to these rules. Dr Jane Rigbye, CEO of Young Gamers & Gamblers Education Trust, described the revelations as “deeply concerning” and called for games to provide clearer information to gamers and parents.
The regulator has stated that this issue is ongoing and that it will monitor the sector to determine scale of compliance and related action. However, some believe the regulator is ill-equipped to tackle the problem. Video game regulation researcher at the IT University of Copenhagen, Leon Y Xiao, suggested that the ASA encounters difficulties in responding to companies that fail to comply with its requests. He added that many people are unaware of the potential risks.
Loot boxes are random digital items that can only be acquired in games by making a payment or through gameplay. Although game-makers have argued that they are like plastic toys in a chocolate egg, critics contend that they amount to a form of gambling. Protest has centered on the industry’s self-regulation, which has been criticised by some for ignoring some of the risks of loot boxes. The UK government refused in 2022 to introduce regulation on the practice, calling instead for self-regulation by the industry. Trade body Ukie released guidelines in July 2023, including the requirement to disclose loot boxes prior to purchase, but the BBC has found that most mobile games containing these features are still failing to comply with such regulations.
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