A bold statement against misleading practices: the Advertising Standards Authority (ASA) takes a stand!
On November 19, 2025, the ASA ruled in favor of a complaint against Kabam Games, highlighting a critical issue in the world of gaming advertising. The complaint? A game listing, "Marvel Contest of Champions," failed to disclose the presence of loot boxes, a key piece of information that could influence a consumer's decision.
But here's where it gets controversial...
The listing, with a 12+ age rating, mentioned "Free - Offers In-App Purchases" but omitted any reference to loot boxes, a form of random-item purchasing. Kabam Games admitted to this oversight and agreed to update their description.
The ASA's ruling was clear: the listing breached the UK Code of Non-broadcast Advertising (CAP Code), which prohibits misleading marketing. The presence of loot boxes is considered material information, especially for vulnerable consumers.
And this is the part most people miss...
The CAP Code not only prohibits explicit lies but also omissions and ambiguities that could mislead. In this case, the listing's mention of in-app purchases without specifying loot boxes was deemed misleading by omission.
The ASA's guidance emphasizes the need for clear and accessible information about loot boxes in advertising materials. Specific mention of random-item purchasing should be right next to, or part of, the general in-game purchasing information.
Kabam Games was instructed to ensure future listings clearly disclose the presence of random-item purchasing.
This ruling sends a strong message about the importance of transparency in gaming advertising. It's a reminder that simply referencing "in-app purchases" is not enough when loot boxes are involved. Explicit disclosure is necessary to provide consumers, especially those who may be vulnerable, with the full picture before they engage with a game.
So, what's your take on this ruling? Do you think it goes far enough to protect consumers, or is there more that can be done? We'd love to hear your thoughts in the comments!
