Leon Xiao
@leonxiao.com
Assistant Professor @ CityUHK | Loot Boxes; Video Game Law 🎮🎰 | Empirical Legal & Policy Research | Pro Screenshotter 📱📸 | leonxiao.com
Photo credit: Dr James Morris @jamesmorris24.bsky.social. (If you're wondering, UK video game ad non-compliance with the requirement to disclose the presence of loot boxes on social media is likely “down” to ~87.5%. 🤦 A LONG way more to go.)
November 10, 2025 at 12:27 AM
Photo credit: Dr James Morris @jamesmorris24.bsky.social. (If you're wondering, UK video game ad non-compliance with the requirement to disclose the presence of loot boxes on social media is likely “down” to ~87.5%. 🤦 A LONG way more to go.)
Thanks also to all my collaborators, inter alia, Elena Petrovskaya @elepetrovs.bsky.social, Callum Deery @callumdeery.bsky.social, Nicole Khoo, Solip Park @solippark.bsky.social, AMANDA ROBERTS @arobertslincoln.bsky.social, Maarten Denoo, and Philip Newall on the ad repository projects.
November 10, 2025 at 12:26 AM
Thanks also to all my collaborators, inter alia, Elena Petrovskaya @elepetrovs.bsky.social, Callum Deery @callumdeery.bsky.social, Nicole Khoo, Solip Park @solippark.bsky.social, AMANDA ROBERTS @arobertslincoln.bsky.social, Maarten Denoo, and Philip Newall on the ad repository projects.
Thanks to the City University of Hong Kong and the Academic Forum for the Study of Gambling (AFSG; @afsguk.bsky.social) for funding.
November 10, 2025 at 12:26 AM
Thanks to the City University of Hong Kong and the Academic Forum for the Study of Gambling (AFSG; @afsguk.bsky.social) for funding.
But it doesn’t have to be that way. We are all “addiction researchers.” Let’s break down those barriers and work together more!
November 10, 2025 at 12:26 AM
But it doesn’t have to be that way. We are all “addiction researchers.” Let’s break down those barriers and work together more!
It is also exciting to see broader inclusion of behavioural addiction at this year’s annual conference. Many recognise and speak of “silos” within addiction research: e.g., “gambling researchers” only do gambling research.
November 10, 2025 at 12:26 AM
It is also exciting to see broader inclusion of behavioural addiction at this year’s annual conference. Many recognise and speak of “silos” within addiction research: e.g., “gambling researchers” only do gambling research.
Importantly, I also showed how this research method could be more widely used for substance-based addiction, beyond behavioural addiction: for example, for studying the advertising of alcohol and nicotine pouches.
November 10, 2025 at 12:26 AM
Importantly, I also showed how this research method could be more widely used for substance-based addiction, beyond behavioural addiction: for example, for studying the advertising of alcohol and nicotine pouches.
We can see a copy of all adverts shown and gain information about demographic-based targeting and reach of users. In contrast, data access is not mandated in other countries, but some platforms have voluntarily provided limited data for other places, such as the UK. Stay tuned for more publications!
November 10, 2025 at 12:26 AM
We can see a copy of all adverts shown and gain information about demographic-based targeting and reach of users. In contrast, data access is not mandated in other countries, but some platforms have voluntarily provided limited data for other places, such as the UK. Stay tuned for more publications!
For these studies, we used social media ad repositories enabled by the EU Digital Services Act, which now requires their provision for EU member states (e.g., Meta’s: www.facebook.com/ads/library/).
Ad Library
www.facebook.com
November 10, 2025 at 12:26 AM
For these studies, we used social media ad repositories enabled by the EU Digital Services Act, which now requires their provision for EU member states (e.g., Meta’s: www.facebook.com/ads/library/).
I presented our recent research assessing whether video gaming and gambling advertising are complying with regulations (e.g., UK game ads should disclose the presence of #LootBoxes and Dutch gambling ads shouldn’t target under-24s).
November 10, 2025 at 12:26 AM
I presented our recent research assessing whether video gaming and gambling advertising are complying with regulations (e.g., UK game ads should disclose the presence of #LootBoxes and Dutch gambling ads shouldn’t target under-24s).
I hope that this impact is that globally, we adopt more evidence-based regulation of “addictive” products and behaviours, inter alia, (i) test policies before and after implementation and (ii) learn from other countries. 👩🏻🔬🌍🌏🌎 www.addiction-ssa.org/funding/fred...
Fred Yates Prize for Early Career Researchers
www.addiction-ssa.org
November 10, 2025 at 12:26 AM
I hope that this impact is that globally, we adopt more evidence-based regulation of “addictive” products and behaviours, inter alia, (i) test policies before and after implementation and (ii) learn from other countries. 👩🏻🔬🌍🌏🌎 www.addiction-ssa.org/funding/fred...
The game would be considered as one product being advertised, so I don’t think so.
November 7, 2025 at 6:33 PM
The game would be considered as one product being advertised, so I don’t think so.
I have called upon the billboard owners (Bauer Media Outdoor UK for Newcastle train station & Clear Channel Outdoor for bus stops) and the Advertising Standards Authority to take swift action to reduce consumer harm that this advert is actively causing.
November 7, 2025 at 4:57 PM
I have called upon the billboard owners (Bauer Media Outdoor UK for Newcastle train station & Clear Channel Outdoor for bus stops) and the Advertising Standards Authority to take swift action to reduce consumer harm that this advert is actively causing.
We do not yet have PEGI’s age rating for this game, but doubtless that will also soon state that the game will contain in-game purchases. However, see the ESRB and USK age ratings.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
November 7, 2025 at 4:57 PM
We do not yet have PEGI’s age rating for this game, but doubtless that will also soon state that the game will contain in-game purchases. However, see the ESRB and USK age ratings.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
The presence of in-game purchases in general and loot boxes specifically (if relevant) both need to be disclosed. A game without loot boxes but that offers non-randomised in-game purchases also has advertising disclosure obligations.
November 7, 2025 at 4:57 PM
The presence of in-game purchases in general and loot boxes specifically (if relevant) both need to be disclosed. A game without loot boxes but that offers non-randomised in-game purchases also has advertising disclosure obligations.
This is one of the most popular game series in the world, but it is failing to answer the call to be more socially responsible towards consumers. 😔
November 7, 2025 at 4:57 PM
This is one of the most popular game series in the world, but it is failing to answer the call to be more socially responsible towards consumers. 😔
Highly disappointing to see another so-called industry leader and chosen member of the loot box working group convened by the Department for Culture, Media and Sport (DCMS) irresponsibly breaking rules.
November 7, 2025 at 4:57 PM
Highly disappointing to see another so-called industry leader and chosen member of the loot box working group convened by the Department for Culture, Media and Sport (DCMS) irresponsibly breaking rules.
This ad is also being shown at bus stops, reaching many young people (who we know will play this game despite the PEGI 18 age rating).
Activision is not very dutiful. 🤦
Activision is not very dutiful. 🤦
November 7, 2025 at 4:57 PM
This ad is also being shown at bus stops, reaching many young people (who we know will play this game despite the PEGI 18 age rating).
Activision is not very dutiful. 🤦
Activision is not very dutiful. 🤦
This is material information that a consumer needs to make an informed transactional decision. Failing to disclose the presence of in-game purchases is a misleading omission under advertising regulations (ASA Rules 3.1 and 3.3) and consumer law.
November 7, 2025 at 4:57 PM
This is material information that a consumer needs to make an informed transactional decision. Failing to disclose the presence of in-game purchases is a misleading omission under advertising regulations (ASA Rules 3.1 and 3.3) and consumer law.
Thanks for sharing, James. Can I use the photo for my social media?
November 7, 2025 at 4:52 PM
Thanks for sharing, James. Can I use the photo for my social media?
Glad you pointed this out. Below is a real reaction message I sent whilst listening.
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
November 5, 2025 at 8:10 AM
Glad you pointed this out. Below is a real reaction message I sent whilst listening.
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
However, the second is more interesting and has been something we have suggested: an opt-out. Let people choose whether to engage with loot boxes. Give people the freedom to choose to directly buy what they want, rather than be forced to always gamble for it.
November 4, 2025 at 6:55 AM
However, the second is more interesting and has been something we have suggested: an opt-out. Let people choose whether to engage with loot boxes. Give people the freedom to choose to directly buy what they want, rather than be forced to always gamble for it.
The first is not required to be explicitly stated and would be redundant if adopted because of the Unfair Commercial Practices Directive (UCPD) prohibiting misleading omissions of material information relating to the product (which loot box probabilities certainly are).
November 4, 2025 at 6:55 AM
The first is not required to be explicitly stated and would be redundant if adopted because of the Unfair Commercial Practices Directive (UCPD) prohibiting misleading omissions of material information relating to the product (which loot box probabilities certainly are).
Of interest, the Commission revealed that as part of the Digital Fairness Act impact assessment, it “plans to assess whether specific measures regulating loot boxes, e.g. an obligation to indicate the probability to win or the possibility to turn off the loot box features, should be introduced.”
November 4, 2025 at 6:55 AM
Of interest, the Commission revealed that as part of the Digital Fairness Act impact assessment, it “plans to assess whether specific measures regulating loot boxes, e.g. an obligation to indicate the probability to win or the possibility to turn off the loot box features, should be introduced.”