DiGRA 2024 Extended Abstract: Illegal loot box advertising on social media: An analysis of Meta and TikTok ad libraries

As to conclusions, the present study found that the vast majority of video game ads on social media platforms failed to disclose that the game being advertised offered in-game purchases and loot boxes in particular. Companies need to better understand their legal obligations when advertising video games offering loot boxes. Players and parents need additional protection. As this remains a work-in-progress, during the presentation at DiGRA, further reflections on the results will be shared, including how the adverts also broke other advertising rules, such as failing to accurately depict gameplay or by objectifying women.