UK advertising regulator issues Enforcement Notice targeting loot boxes
in newsletterGame Developer · 2026-02-26 · 4 min read · top_stories
The UK's Advertising Standards Authority issued an Enforcement Notice targeting loot box mechanics in games, citing concerns about how they're advertised to consumers. The action signals regulatory scrutiny of randomized reward systems and their marketing, requiring developers to review advertising claims and disclosure practices around loot box odds and mechanics.
Appeared in 2026-02-26.