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Widespread illegal video game advertising in the UK and South Korea

Many adverts not disclosing loot box presence found using Meta's ad repository

Bibliographic Data

ID21881885
AuthorsLeon Y Xiao (0000-0003-0709-0777, City University of Hong Kong), Callum Deery (0009-0000-2137-2952, University of Bristol), Elena Gordon-Petrovskaya (0000-0003-4276-6154, University of Lincoln), Solip Park (0000-0001-5581-435X, Aalto University), Philip Newall (0000-0002-1660-9254, University of Bristol)
Year2025
Volume14
Issue2
Pages714-723
Publication date2025-07-02
Open AccessYes
TypeARTICLE
VenueJournal of Behavioral Addictions (JOURNAL)
Journal identifiersISSN: 2062-5871 • E-ISSN: 2063-5303
PublisherAkademiai Kiado Zrt. (PUBLISHER • HU)
DOI10.1556/2006.2025.00057
PMID40569695
OpenAlexW4411638812
LanguageEN
Citations received4
References cited21

Advertising · Business · Deterrence theory · Enforcement · Political science · Public health · Video game · Law · Medicine · Mobile Health and mHealth Applications · Pharmaceutical industry and healthcare · Pharmaceutical Quality and Counterfeiting · Psychology · Social Psychology

  • A significant minority of Dutch gambling adverts on social media illegally targeted and likely reached under-24s

    Open Access•Leon Y Xiao, Callum Deery•Journal of Behavioral Addictions•2026

  • Banning loot boxes for minors

    Open Access•Daniel Tornaim Spritzer, Ivelise Fortim et al.•Journal of Behavioral Addictions•2026

  • Change in Advertising Exposure of Unhealthy Commodities After the Implementation of an Outdoor Advertising Restrictions Policy in Bristol, UK

    Open Access•Toumpakari Z, Buckland G et al.•Journal of Urban Health•2026

  • Better than industry self-regulation

    Open Access•Leon Y Xiao, Solip Park•Acta Psychologica•2025

  • The legal determinants of health

    Open Access•Lawrence O Gostin, John T Monahan et al.•The Lancet•2019

  • Current loot box warnings are ineffective for informing consumers

    Open Access•Eamon Patrick Garrett, Ali Drummond et al.•Computers in Human Behavior•2023

  • The gamblers of the future? Migration from loot boxes to gambling in a longitudinal study of young adults

    Open Access•Gabriel A Brooks, Luke Clark•Computers in Human Behavior•2023

  • Loot boxes, problem gambling and problem video gaming

    Open Access•Stuart Gordon Spicer, Laura Louise Nicklin et al.•New Media & Society•2022

  • Gaming the system

    Open Access•Leon Y Xiao, Laura L Henderson et al.•Behavioural Public Policy•2021

  • Video game loot boxes are psychologically akin to gambling

    Open Access•Ali Drummond, James D Sauer•Nature Human Behaviour•2018

Citations per year4
Citation span2025 - 2026 (2)
Highly citedNo

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Open DOIOpen Access
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