Video game firms found to have broken own UK industry rules on loot boxes

The UK government's decision to let technology companies self-regulate gambling-style loot boxes in video games has been called into question, after some of the developers put in charge of new industry guidelines broke their own rules. In the past six months, the advertising regulator has upheld complaints against three companies involved in drawing up industry rules, including the leading developer Electronic Arts (EA), for failing to disclose that their games contained loot boxes. An expert who submitted the complaints said he had found hundreds more examples of breaches but had only taken a handful to the Advertising Standards Authority (ASA) in order to highlight the problem. Loot boxes are in-game features that allow players to pay, with real money or virtual currency, to open a digital envelope containing random prizes, such as an outfit or a weapon for a character. Despite warnings from experts that loot boxes carry similar risks to gambling, the then Department for Digital, Culture, Media and Sport said in July 2022 it would not follow other countries, such as Belgium, in choosing to regulate them as gambling products.