UK's biggest mobile games fail to disclose loot boxes in advertising
The most popular mobile games “are being advertised without disclosing they contain loot boxes”.
That’s according to the BBC, which said an investigation into the top 45 highest-grossing games on the Google Play store discovered just two games correctly advertised that they contained randomised in-game purchases.
Of the 45 investigated, 26 games were labelled in the online store as including loot boxes, 22 of which “were being actively advertised at the same time”. Only two of those 22 games properly disclosed loot boxes in their advertising, with the Play Store’s highest-grossing game, Monopoly Go, “among those not to mention random in-game purchases in its adverts”.