Loot box law in the UK: Games industry agrees 11 principles and guidance, restricts sale of loot boxes to minors, announces £1m marketing campaign to raise awareness of player controls

The UK games industry has agreed to abide by new principles and guidelines around loot box law in the UK.

The first principle will effectively restrict anyone under the age of 18 from acquiring a loot box, without the consent or knowledge of a parent, carer or guardian.

UK games industry trade body Ukie published an update yesterday listing 11 principles and guidance on paid loot boxes, which is designed to improve protections for all players.

One of the first industry measures will be to launch a £1m, three-year public information campaign to raise awareness of player controls featuring broadcaster Judi Love.

“Beginning in July to coincide with the start of the summer holidays, the latest campaign will support and guide parents on how to use parental controls that help manage in-game purchases including loot boxes, screen time, online interactions and access to age-appropriate content,” Ukie said in an announcement.

This follows engagement with the UK Government’s Department for Culture, Media and Sport (DCMS), as well as other government authorities, academics, third party advocacy groups and consumer groups.

The principles were recommended by the Technical Working Group, which was convened by DCMS.

Minister for the Creative Industries, John Whittingdale said: “We’ve been clear the video games industry needs to do more to protect children and adults from the harms associated with loot boxes. These new principles are a big step forward to make sure players can enjoy video games responsibly and safely. I look forward to seeing games companies put the plans into action and will be watching their progress closely.” 

Ukie Co-CEO, Daniel Wood added: “Publishing these shared principles for how the industry approaches loot boxes is a UK first and provides us with a clear direction moving forwards.

“The principles will improve protections for all players and underlines the industry’s commitment to safe and responsible play. We look forward to working collaboratively across industry and with others to implement them over the coming months.”

The news comes almost four years after a DCMS Committee recommended the UK Government ban the sale of loot boxes to children.

This time last year, Nadine Dorries explained why the UK Government decided not to ban the sale of loot boxes to children, despite finding a ‘higher possible risk of harms’ to young people. It seems now this stance has changed, given the first principle shown below.

The 11 principles around loot box law in the UK

1. Make available technological controls 

To effectively restrict anyone under the age of 18 from acquiring a Loot Box, without the consent or knowledge of a parent, carer or guardian.  

2. Drive awareness of and uptake of technological controls 

With all players, parents, carers and guardians through regular communications, starting with a targeted public information campaign launching in July.   

3. Form an expert panel on age assurance in the games industry

The group will meet regularly to develop and share best practices, stay apprised of technological developments and explore opportunities to develop improved systems, engaging with relevant regulators and policymakers where necessary as well as consulting with players, parents and caregivers and third-party organisations. 

4. Disclose the presence of Loot Boxes prior to purchase 

And download of a game so that players can make informed choices.  

5. Give clear probability disclosures

Making sure that players can easily access clear and simple information on the probability that they will receive given virtual items or categories of virtual items or other elements in a Loot Box before they acquire or open it. Players should also be informed if their data is used to influence gameplay experiences with Paid Loot Boxes, and given relevant details. 

6. Design and present Loot Boxes in a manner that is easily understandable 

To players, and which promotes fair and responsible play.  

7. Support the implementation of the Video Games Research Framework

To facilitate the creation of better quality, data driven research into video games that adheres to the principles of open science while respecting data privacy and confidentiality. 

8. Continue to tackle the unauthorised external sale of items 

Acquired from Loot Boxes for real money and continue to invest in IP protection to combat such sales.  

9. Commit to lenient refund policies 

On directly purchased Loot Boxes or purchased in-game currency used to acquire Loot Boxes where spending has occurred without parental consent or knowledge, with clearly displayed contact routes for customer services. 

10. Advance protections for all players

Members of the working group are committed to providing all players with information about how to play responsibly and manage their spending effectively on Loot Boxes. The group will continue to engage with third party organisations, players, parents, and academia to benefit from their learnings and experience including any new research developed through the Video Games Research Framework. 

11. Work with UK Government and other relevant stakeholders to measure the effectiveness of these principles 

Following a suitable implementation period of 12 months. Members of the working group commit to a periodic review of these measures following their implementation alongside the UK Government in order to assess these measures, assess the effectiveness of public information campaigns and take into account further technological innovation in the sector. 

You can read the full loot box principles document here, courtesy of Ukie

Dom Sacco

Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.

As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.