Two complaints were raised with the ASA against Hutch Games regarding their marketing-affiliates. The complaints were submitted by an academic researcher in game regulation, Leon Xiao from the Centre for Digital Play at the IT University of Copenhagen.
The first complaint addressed F1 Clash – Car Racing Manager, a game in the Apple app store in May 2023. The complainant criticized the game listing for not clearly stating that it contained random item purchasing (loot boxes) alongside the option to purchase in-game items with real money.
Hutch Games initially argued that users could progress in the game without spending money and referenced CAP guidance on advertising in-game purchases. However, after being notified of the complaint, Hutch Games admitted to misinterpreting the CAP guidance and agreed to update the product listing on the Apple app store.
The ASA ruled that the game’s advertisement misleadingly omitted material information and breached CAP code rules 3.1 and 3.3. The ASA instructed Hutch Games to provide clear information on whether other games also contain loot boxes.
In the second similar complaint regarding Rebel Racing, Hutch Games presented the same arguments. The ASA reached the same conclusion, stating that the ad failed to disclose the inclusion of loot boxes, which they deemed as material information for consumers.
Concerns have been raised about the relationship between loot boxes and gambling, particularly when children are involved. In response, the UK Interactive Entertainment (Ukie) has published guidelines recommending age-restricting loot boxes to over-18s. Other markets, such as Germany, are also discussing regulations for loot boxes.
