A BBC investigation has revealed that the majority of popular mobile games in the UK are not disclosing the presence of loot boxes in their ads despite regulatory guidelines. 

Loot boxes are digital items containing random rewards that players can obtain through gameplay or by making purchases. While game developers have compared them to surprise toys in chocolate eggs, critics argue that they are a form of gambling.

The Advertising Standards Authority (ASA) removes ads that fail to clearly indicate whether a game contains loot boxes. However, the investigation found that only two out of the top 45 highest-grossing games on the Google Play store actually adhered to these rules.

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The ASA told the BBC, “This is an ongoing area of our work, and we’re closely monitoring the sector to discover the scale of compliance and act accordingly.”

Dr Jane Rigbye, chief executive of Young Gamers & Gamblers Education Trust (Ygam) called the findings “deeply disturbing”, the BBC reports. 

Some experts argue that the ASA lacks the necessary authority to effectively address the issue. 

In July 2023, trade body Ukie published guidance requiring games to disclose the presence of loot boxes before purchase. The industry was given a year to comply with these guidelines.

However, more than 12 months later, the BBC investigation has revealed that most major mobile games containing loot boxes are still not following these rules.