Virtual coercion and the vulnerable consumer: ‘loot boxes’ as aggressive commercial practices

Abstract Loot boxes have recently become a game mechanism of concern to policy-makers and regulators. The similarity between loot gambling is clear, their regulation are commonly viewed through the lens gambling. By contrast, very little attention has been given tackling them as unfair, in particular aggressive, commercial practices under consumer law. This article argues that by classifying provision potentially aggressive practice we will see law may protect gamers from some significant harms with which such products associated.