UK CAP/ASA Enforcement Notice: loot-box disclosure in app-store listings

On 26 February 2026 the Advertising Standards Authority published an Enforcement Notice on disclosure of loot boxes in app stores. It applies to Apple App Store and Google Play listings within the CAP Code remit that advertise mobile games containing loot boxes purchasable with real money or with virtual currency that can only be obtained by purchasing.

What changed

Consumers must know before purchase or download whether a game contains loot boxes. ASA’s preferred remedy is a prominent disclosure statement (examples given: “contains loot boxes” or “includes random-item purchases”), placed where it will be seen quickly — for example at the top of the “About this game” section. Operators must not rely on consumers scrolling lengthy descriptions, expanding collapsed sections, or reading only a generic “offers in-app purchases” label.

ASA states it will begin actively monitoring from 26 May 2026, with targeted enforcement thereafter. The notice points to the CAP Code and related guidance, and should be read with the UK industry principles on paid loot boxes.

Operator action

This record is the ASA notice as published. It does not invent CPI impact, post-May enforcement counts, or Apple/Google platform policy text beyond what ASA cites.

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