UK ASA loot-box disclosure in ads and store listings

Purpose

Ensure UK store listings (and aligned paid ads) disclose paid loot boxes before download, per the ASA Enforcement Notice.

Documented rule

The ASA Enforcement Notice: Disclosure of loot boxes in app stores (dated 26 February 2026) 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 obtainable only by purchase.

Consumers must know before purchasing or downloading whether the game contains loot boxes. ASA’s preferred method is a prominent disclosure such as “contains loot boxes” or “includes random-item purchases”, placed where it will be seen quickly (for example at the top of “About this game”). Do not rely on scrolling through long descriptions, expanding sections, or a generic “offers in-app purchases” label alone. Active monitoring began 26 May 2026.

Checklist

Limits

This notice is about disclosure in store advertising, not a ban on loot boxes. PEGI age-rating changes are a separate track.

Download the operator card.

Research checked 20 September 2026. Local draft; human editorial review pending.