8 Ball Pool
An ad with no mention of the loot boxes at all
What the ad did. Advertised the game without any indication that it contains in-game purchases, loot boxes included.
Why it failed. The ASA upheld the complaint on the basis that consumers would not understand from the ad that the game contained loot boxes. Unlike the Golf Clash case, there was no disclosure to judge the legibility of. There was simply none.
What this establishes. Silence is not neutral. If a game contains random-item purchasing, the ad has to say so, and saying it badly counts as not saying it.
