How in-app purchases and loot box mechanics target children, and practical steps to prevent unwanted spending.
In-App Purchases is payments made inside a game or app for extra features, items, or currency, which can lead children to spend money, sometimes large amounts, without fully understanding the cost.
In-app purchases allow children to spend real money within games and apps, often on virtual items, extra lives, or cosmetic upgrades. Loot boxes — randomised rewards bought with real or in-game currency — use mechanics similar to gambling. Children may not fully understand they are spending real money, and costs can accumulate quickly.
Apps and games use psychological techniques to encourage spending: limited-time offers create urgency, premium currencies obscure the real cost, and loot boxes exploit the thrill of chance. If a payment method is linked to the device, a child can make purchases with a single tap. Some games make progress deliberately frustrating to encourage 'pay-to-win' spending.
In your child's behaviour
On their device
Remove payment methods from the device
Do not link your bank card or credit card to your child's device or app store account. Use prepaid gift cards with set amounts instead, so there is a clear spending limit.
Enable purchase authentication
Set up password, PIN, or biometric authentication for every purchase. On Apple devices, use 'Ask to Buy' through Family Sharing. On Android, enable purchase authentication in Google Play settings.
Discuss the psychology of in-app spending
Help your child understand that games are designed to make them want to spend. Explain how premium currencies disguise real costs and how limited-time offers create false urgency.
In immediate danger: call 999. For non-emergency police matters, call 101.
Concerned about a child but it's not an emergency? NSPCC helpline 0808 800 5000. Childline for young people 0800 1111.
This is practical educational content to support families. For case-specific concerns about a child's safety, contact the NSPCC helpline on 0808 800 5000 or your local safeguarding team.
30%
of young people (school Years 7–12, roughly ages 11–17, across Great Britain) had gambled with their own money in the past year — up from 27% in 2024. This is why the gambling-style mechanics in loot boxes matter.
Gambling Commission / Ipsos, 202559%
of young people have some experience of gambling, and 49% had gambled in the past year — a reminder of how normalised chance-based spending has become for this age group.
Gambling Commission / Ipsos, 2025Myth: Loot boxes aren't really gambling because you always get something.
Fact: The reward is randomised and bought with real money, which is why regulators and researchers treat loot boxes as gambling-adjacent. The Gambling Commission's own youth research now tracks gaming and loot-box-style spending alongside traditional gambling, and the concern is that these mechanics normalise paying for chance from a young age.
Myth: My child can't spend real money without me knowing.
Fact: If a card is linked to the device, a child can often buy premium currency with a single tap, and premium currencies deliberately obscure the real-world cost. Without 'Ask to Buy' (Apple) or purchase authentication (Google Play) enabled, small transactions can add up unnoticed until the statement arrives.
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