What this notice covers
It applies to listings on the Apple App Store and Google Play Store, within the remit of the CAP Code, that advertise mobile games containing loot boxes that can be purchased with real money or with virtual currency that can only be obtained by purchasing.
What you need to do
Consumers must know before purchasing or downloading a game whether it contains loot boxes. The best way to achieve this is to include a prominent disclosure statement (for example: “Contains loot boxes” or “Includes random-item purchases”).
- Place the disclosure where it will be seen quickly (for example, at the top of the “About this game” section or equivalent).
- Do not rely on consumers scrolling through lengthy descriptions or expanding sections to find the information.
- Do not rely solely on generic labels such as “Offers in-app purchases”, which are unlikely to make clear that purchases may include loot boxes.
We will begin actively monitoring from 26 May 2026, followed by targeted enforcement action where needed.
See the PDF for relevant CAP Code rules, related guidance and further reading, including UKIE’s Principles and Guidance on Paid Loot Boxes, and information on CAP Copy Advice.