The use of loot boxes in the products of mobile game developer Hutch Games has been the subject of two complaints upheld by the Advertising Standards Authority.
In the UK, loot boxes—in-game collections of items bought with real money, the contents of which are not revealed until the transaction is finished—are not prohibited.
However, before a game is downloaded or purchased, developers must notify consumers if loot boxes are a feature of the game's marketing.
In the UK, loot boxes—in-game collections of items bought with real money, the contents of which are not revealed until the transaction is finished—are not prohibited.
However, before a game is downloaded or purchased, developers must notify consumers if loot boxes are a feature of the game's marketing.