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UK's biggest mobile games fail to disclose loot boxes in advertising
The most popular mobile games "are being advertised without disclosing they contain loot boxes".
Watch on YouTube Of the 45 investigated, 26 games were labelled in the online store as including loot boxes, 22 of which "were being actively advertised at the same time". "In the absence of robust regulation in gaming, it is essential for games to provide clear and transparent information about their features, allowing both parents and gamers to make informed decisions," said Dr Jane Rigbye, chief executive of Young Gamers and Gamblers Education Trust, adding the findings were "deeply concerning". In a separate statement, the ASA told the BBC: "This is an ongoing area of our work, and we're closely monitoring the sector to discover the scale of compliance and act accordingly."
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