Alarming Non-Compliance in Loot Box Advertising Regulations in the UK and South Korea

July 1, 2025 - 14:17

A new study has revealed that over 90% of video games featuring loot boxes are failing to comply with mandatory advertising disclosure requirements in both the UK and South Korea. This widespread non-compliance has raised significant concerns regarding consumer protection and the enforcement of regulations aimed at safeguarding players, particularly minors, from potential gambling-related harms.

Loot boxes, which allow players to spend real or in-game currency for randomized virtual items, have been increasingly scrutinized for their similarities to gambling. Despite existing regulations designed to ensure transparency and protect consumers, the study highlights a troubling trend where game developers and publishers neglect to adequately inform players about the nature of these transactions.

The findings underscore the urgent need for regulatory bodies to strengthen enforcement mechanisms and ensure that gaming companies adhere to advertising standards. As the gaming industry continues to expand, the implications of this non-compliance could have lasting effects on consumer trust and the overall integrity of the gaming market.