UK ASA loot-box disclosure in ads and store listings
Checklist from the ASA Enforcement Notice on disclosing paid loot boxes in Apple App Store and Google Play listings within the CAP Code remit.
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
| # | Check | Pass if |
|---|---|---|
| 1 | UK store text | Explicit loot-box / random-item purchase line above the fold |
| 2 | Dual stores | Same clarity on App Store and Play UK listings |
| 3 | Paid social / UAC | Landing store listing already compliant before spend |
| 4 | Soft currency only | Confirm whether premium currency is cash-only; if yes, disclosure still required |
| 5 | CAP Copy Advice | Escalated for borderline “surprise mechanics” wording |
| 6 | Industry principles | Read alongside UKIE paid loot-box principles linked from the notice |
Limits
This notice is about disclosure in store advertising, not a ban on loot boxes. PEGI age-rating changes are a separate track.
