The most popular mobile games in the UK are being advertised without disclosing they contain loot boxes, which critics say are “exploitative” and “foster addiction”. The regulator, the Advertising Standards Authority (ASA), says it bans and removes ads which fail to make the clear whether or not a game contains a loot box. But a BBC investigation found only two of the top 45 highest-grossing games on the Google Play store actually followed those rules.
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