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Widespread illegal video game advertising in the UK and South Korea: Many adverts not disclosing loot box presence found using Meta’s ad repository

Author

Listed:
  • Xiao, Leon Y.

    (IT University of Copenhagen)

  • Deery, Callum
  • Petrovskaya, Elena
  • Park, Solip
  • Newall, Philip

    (University of Warwick)

Abstract

Background: Gambling advertising on social media negatively affects public health. Advertising repositories represent a novel data access method for studying the commercial and legal determinants of health. Loot boxes are gambling-like products in video games that players, including young children, buy to obtain random rewards. Their advertising is specifically regulated in the UK and South Korea: loot box presence must be disclosed in any advertising. This rule is enforced differently: the UK relies on industry self-regulation with little deterrence effect, whilst South Korea imposes strict penalties. We assessed and compared compliance to inform policymaking. Methods: Using Meta’s advertising repository, we searched whether 394 popular mobile, console, and PC games with loot boxes advertised in the UK and South Korea. The most recently published ads after the rules came into force (N = 2358) were analysed for compliance. Findings: Only 8.4% of UK ads disclosed loot box presence, whilst 58.2% of Korean language ads did in South Korea. Further, 71.4% of UK disclosures and 44.9% of Korean disclosures were not reasonably visually prominent as required, thus the true compliance rates were 2.4% and 32.1%. Interpretation: Most video games are not complying with international loot box advertising rules. More active enforcement, imposing stricter penalties against non-compliance, providing detailed guidance, and educating foreign companies may lead to better compliance. Governments should not rely on toothless industry self-regulation to address public health concerns when the evidence indicates widespread non-compliance. Policymakers should adopt laws requiring companies to provide data access to facilitate better independent research. Funding: The Academic Forum for the Study of Gambling with funds derived from ‘regulatory settlements applied for socially responsible purposes’ received by the UK Gambling Commission.

Suggested Citation

  • Xiao, Leon Y. & Deery, Callum & Petrovskaya, Elena & Park, Solip & Newall, Philip, 2025. "Widespread illegal video game advertising in the UK and South Korea: Many adverts not disclosing loot box presence found using Meta’s ad repository," OSF Preprints jqng5_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:jqng5_v1
    DOI: 10.31219/osf.io/jqng5_v1
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    References listed on IDEAS

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    1. Xiao, Leon Y. & Henderson, Laura L. & Yang, Yuhan & Newall, Philip W. S., 2024. "Gaming the system: suboptimal compliance with loot box probability disclosure regulations in China," Behavioural Public Policy, Cambridge University Press, vol. 8(3), pages 590-616, July.
    2. Leon Y. Xiao & Laura L. Henderson, 2024. "Illegal video game loot boxes with transferable content on steam: a longitudinal study on their presence and non-compliance with and non-enforcement of gambling law," International Gambling Studies, Taylor & Francis Journals, vol. 24(3), pages 498-524, September.
    3. Aaron Drummond & James D. Sauer, 2018. "Video game loot boxes are psychologically akin to gambling," Nature Human Behaviour, Nature, vol. 2(8), pages 530-532, August.
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    Cited by:

    1. Xiao, Leon Y. & Petrovskaya, Elena & Khoo, Nicole & Denoo, Maarten & Roberts, Amanda, 2025. "Widespread Illegal Advertising of Loot Boxes and Social Casino Games in Belgium: Empowered by the EU Digital Services Act to Assess Compliance Using Meta’s Ad Repository," OSF Preprints jc6ks_v1, Center for Open Science.
    2. Xiao, Leon Y. & Petrovskaya, Elena & Khoo, Nicole & Denoo, Maarten & Roberts, Amanda, 2025. "Widespread Illegal Advertising of Loot Boxes and Social Casino Games in Belgium: Empowered by the EU Digital Services Act to Assess Compliance Using Meta’s Ad Repository," OSF Preprints jc6ks_v2, Center for Open Science.

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