Rules on advertising video games and in-game purchases

• Rules on advertising video games and in-game purchases in the UK were clearly set out by the regulator (Committees of Advertising Practice (CAP) / Advertising Standards Authority (ASA)) in September 2021: https://www.asa.org.uk/resource/guidance-on-advertising-in-game-purchases.html.

• To ensure the rules are followed and upheld, I have undertaken to complain to the ASA about what I believe to be non-compliant advertising in order to set “precedents” and allow the issues to be more widely known and discussed, with the hope of leading to better compliance across the industry.

• A23-1196857 Hutch Games Ltd: https://www.asa.org.uk/rulings/hutch-games-ltd-a23-1196857-hutch-games-ltd.html

• A23-1196862 Hutch Games Ltd: https://www.asa.org.uk/rulings/hutch-games-ltd-a23-1196862-hutch-games-ltd.html

  • Established that video game companies must disclose the presence of loot boxes and other in-game purchases involving random elements within product listings on the Apple App Store and Google Play Store, respectively, and by extension any other store listings.

• A23-1216455 Miniclip (UK) Ltd: https://www.asa.org.uk/rulings/miniclip--uk--ltd-a23-1216455-miniclip--uk--ltd.html

• A23-1216471 Jagex Ltd: https://www.asa.org.uk/rulings/jagex-ltd-a23-1216471-jagex-ltd.html

• A23-1222185 Electronic Arts Ltd: https://www.asa.org.uk/rulings/electronic-arts-ltd-a23-1222185-electronic-arts-ltd.html

  • Established that video game companies must disclose the presence of any (i) in-game purchases and (ii) loot boxes and other in-game purchases involving random elements, specifically, within paid-for social media advertising.

• A23-1239057 Electronic Arts Ltd: https://www.asa.org.uk/rulings/electronic-arts-ltd-a24-1239057-electronic-arts-ltd.html

  • Established that video game companies must prominently and clearly disclose the presence of loot boxes and other in-game purchases involving random elements, specifically, within paid-for social media advertising.