EA's Golf Clash Ad Misled Consumers Over Loot Box Disclosures

The UK's Advertising Standards Authority has determined that a paid Facebook ad for Golf Clash was deceptive regarding the game's inclusion of loot boxes. As a result, the ad will no longer be permitted in its current form, and the ASA has advised EA to ensure that future ads clearly and prominently disclose the presence of randomized in-game purchases. The ad in question featured a brief message at the bottom stating 'Includes optional in-game purchases (includes random items),' but this text disappeared after a few seconds. A complaint was filed, arguing that the disclosure was insufficient due to its fleeting nature. The ASA upheld this complaint, concluding that the ad violated the UK's Non-Broadcast Code and constituted misleading advertising. Specifically, the regulator noted that the text was too small, appeared for only a couple of seconds, and was displayed in a light grey font against a brightly colored, quickly moving background. The ASA ruled that the background and fast-paced video clips made it difficult to read the text, which was deemed material information for consumers. The regulator stated, 'Because the presentation of the text within the context of the ad overall was not presented clearly, we concluded the ad was likely to mislead consumers to the presence of loot boxes within the game.' This is not the first time the ASA has warned EA about misleading ads for Golf Clash. In response to the ruling, EA provided a statement saying, 'This was an old ad for Golf Clash and while it did contain the required disclosures, they were not as visible as they should have been. We remain committed to ensuring continued clarity and transparency in our ads to ensure players and parents have the information they need to make informed choices.'