Committee of Advertising Practice

UK advertising regulator issues Enforcement Notice targeting loot boxes

The UK's Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) have issued an Enforcement Notice requiring greater transparency for loot boxes in mobile games advertised on the Google Play and Apple App Store. Companies have three months to update their listings to clearly disclose the presence of random-item purchases before enforcement action, including potential advertising bans, begins on May 26, 2026.