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

Published

Oct 09 2023

Written By

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.

Sophie Stoneham

Associate
UK

I am an associate in the commercial team in London, working with clients across the retail & consumer, media, entertainment and sport sectors. I am also part of the games sub-sector.

Countries

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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