A bold move by the Advertising Standards Authority (ASA) has sent shockwaves through the gaming industry. In a recent ruling, the ASA upheld a complaint against Kabam Games, highlighting a critical issue that affects many gamers and their experiences.
The Loot Box Controversy: Unveiling the Truth
On November 19, 2025, the ASA made a stand against misleading advertising practices, specifically targeting Kabam's game listing for "Marvel Contest of Champions." The complaint alleged that the listing omitted crucial information about the presence of loot boxes, a controversial feature in many modern games.
The Background Story
In August 2025, the game listing caught the attention of a concerned consumer. The listing, with a 12+ age rating, mentioned "Free - Offers In-App Purchases" under an "Information" heading. However, it failed to explicitly state that these in-app purchases included loot boxes, a form of random-item purchasing. This omission sparked a debate about transparency in gaming advertising.
One complaint, one big impact. The complainant argued that by not disclosing the presence of loot boxes, Kabam breached the UK Code of Non-broadcast Advertising (CAP Code), specifically rules 3.1 and 3.3.
The Ruling: A Clear Verdict
The ASA's ruling was straightforward: the listing was misleading. Despite mentioning in-app purchases and providing prices, it failed to clarify that these purchases included loot boxes. This omission was deemed a breach of the CAP Code, which prohibits misleading marketing communications, whether by implication or omission.
The ASA's guidance on advertising in-game purchases is clear: the presence of loot boxes is material information that can significantly influence a consumer's decision. Therefore, it must be disclosed clearly and prominently in advertising materials.
A Reminder for Developers
Kabam was instructed to ensure that future game listings clearly indicate the presence of random-item purchasing. The ruling serves as a reminder to all developers and advertisers that transparency is key. Simply referencing "in-app purchases" is not enough when loot boxes are involved.
The Bigger Picture: Transparency in Gaming
This ruling sheds light on the ongoing battle for transparency in the gaming industry. Loot boxes and other random-item purchasing mechanisms have been under scrutiny, and this decision emphasizes the need for explicit disclosure.
Operators must take note: including loot boxes in adverts requires a clear and prominent reference. This ensures that consumers, especially those who may be vulnerable to such practices, are fully informed before engaging with a game.
A Call for Discussion
What are your thoughts on this ruling? Do you believe that the presence of loot boxes should be a mandatory disclosure in game advertising? Join the conversation and share your opinions in the comments. Let's spark a debate and explore the complexities of gaming transparency together!
