A Nov 2025 ruling from the Advertising Standards Authority, the UK’s advertising regulator.
Salient part:
"Marvel Contest of Champions contained loot boxes that were available to purchase within the game. Although the listing stated “Offers In-App Purchases” and contained a list of 10 such items and their prices, it did not contain any information to indicate to consumers that the game contained loot boxes. We therefore considered the information included in the ad was not sufficient for consumers to understand that the in-game purchases included loot boxes.
Because the ad did not make clear that the game contained loot boxes, which we considered was material to consumers’ decisions to download the game, we concluded that the ad misleadingly omitted material information.
The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising)."
Full legal ruling here:
https://www.asa.org.uk/rulings/kabam-games-inc-a25-1295667-kabam-games-inc.html?utm_source=chatgpt.com
