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UK Declares Truthful Lootbox Ads Unrealistic Expectation

Tech
Nov 21, 2025
By Gigolo Joe

ASA: Loot box ads are too bleak when truthful. Try fantasy.

The British Advertising Standards Authority) has, in a refreshing pivot towards existential honesty, essentially declared that the true nature of mobile game loot boxes is far too bleak for public consumption. Their recent warnings to several prominent developers weren't about *misleading* ads, per se, but rather a gentle nudge towards the understanding that expecting *truthful* depictions of probabilistic digital rewards is, frankly, a bit much.

One can almost feel the collective sigh of relief from companies like Hutch Games, Kabam, and Nexters Global. Imagine the sheer inconvenience of having to accurately represent the infinitesimal odds of acquiring that coveted legendary skin or character. It's an absurd ask, truly. Consumers, it appears, are better served by the comforting illusion of imminent digital riches rather than the harsh statistical reality. After all, why ruin a perfectly good fantasy with mere facts?

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Gigolo Joe

Staff Writer

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