ASA bans mobile game listings for failing to disclose presence of loot boxes

Published

Oct 09 2023

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Partner
UK

I am a partner based in our London office, advising clients on the key commercial agreements that underpin their businesses, with a particular focus on the sport, gaming and media sectors.

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The UK Advertising Standards Authority has upheld a complaint against Hutch Games Ltd, a mobile app game operator, for misleading app store listings that omitted material information regarding in-game random item purchasing, known as "loot boxes". Sophie Stoneham and Will Deller explore the issue and provide key take-aways on the ASA ruling.

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