Transparency issues plague UK mobile games

A recent investigation revealed that most top-selling mobile games in the UK fail to disclose the presence of loot boxes in their advertisements, despite regulations mandating transparency. Loot boxes, which provide randomised in-game items often obtained through payments, have drawn criticism for fostering addictive behaviors and targeting vulnerable groups, including children. Of the top 45 highest-grossing games analysed on Google Play, only two clearly mentioned loot boxes in their advertisements.

The UK Advertising Standards Authority, which oversees compliance, acknowledges the issue and promises further action but has faced criticism for its slow and limited enforcement. Critics argue that lax self-regulation within the gaming industry enables companies to prioritise profits over player well-being, particularly as loot boxes reportedly generate $15B annually.

Advocacy groups and researchers have voiced alarm over these findings, warning of long-term consequences. Zoë Osmond of GambleAware emphasised the risks of exposing children to gambling-like features in games, which could lead to harmful habits later in life. The gaming industry has so far resisted stricter government intervention, despite mounting evidence of non-compliance and harm.