ASA Rules Against Mobile Games Suppliers for Lack of Loot Box Info

Three mobile games suppliers have been reprimanded by the UK’s Advertising Standards Authority (ASA) for failing to include information upfront about loot boxes that could be purchased within the game.

Hutch Games, Nexters Global and Kabam Games Inc. have all been pulled up for not initially making clear to players that in-app purchases were randomised, meaning players would not know what they had purchased until after making payment, within their games F1 clash, Hero Wars: Alliance RPG and Marvel Contest of Champions respectively. The complainant in all three cases was an academic researcher in game regulation.

Loot Box Controversy

Loot boxes are features in video games which can be accessed through game play, or can be purchased with in-game items, virtual currencies, or directly with real-world money. The randomised nature of loot boxes often cause debate about whether they should class as a gambling product, although they are not regulated as a form of gambling by the Gambling Commission.

Hutch Games’ Misleading Ad

With regards to Hutch Games’ F1 clash, the app store listing and an in-app storefront for the game was first seen in August 2024, and was still appearing in May 2025. The app store listing informed players the game “Offers In-App Purchases,” without explicitly stating what these were.

Players clicked through to a “Golden Spin”, which featured a circle that contained 12 equally spaced icons that represented a different prize. The middle of the page showed a car, which represented a spinner, with text displaying “up to 10x better prizes,” and there was a link showing this could be purchased for $1.99.

Despite Hutch Games arguing that limitations within the App Store and that the presence of in-game and random-item purchases had been clearly communicated, the ASA ruled any communication about in-game purchasing should make it explicitly clear that this includes random-item purchasing.

However, the ASA also ruled the text regarding 10x better prizes only appeared after a user had accessed their daily spin, and would be interpreted within that context. The ASA ruled the initial ad could not appear again in its previously advertised form, and must clearly state the random-item purchasing involved.

Case of Nexters Global

In the case of Nexters Global, a listing for Hero Wars: Alliance RPG was seen on the Apple App Store in August 2025. Text underneath the title of the game stated “Free - Offers In-App Purchases”. Text at the bottom of the page stated “Price Free” and “In-App Purchases” followed by 10 items and their prices.

When challenged by the ASA, Nexters Global said the description in the ad followed earlier industry practice for app stores, arguing “Offers In-App Purchases” should be considered sufficient disclosure. However ,the ASA said that while 10 in-app purchases were listed along with their prices, these did not contain information about loot boxes. Once again, the ASA said the ad could not appear again in the form it was advertised.

Same Goes For Kabam Games

In Kabam Games’ Marvel Contest of Champions, a listing seen in August 2025 showed text at the bottom of the page, reading as “In-App Purchases”, followed by 10 items and their prices. In this instance, the games supplier admitted to overlooking the game description and not reviewing it against advertising guidelines. Again, the ad is not permitted to appear again in the form complained of.