Leon Y Xiao

17PUBLICATIONS
35CO-AUTHORS
Taxation lawConsumer behaviourEntertainment and gamingScreen and digital media not elsewhere classifiedNot-for-profit marketing
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Publications (17)

|Aug 18, 2026
Unpacking non-transparency: Most physical trading card game and collectible sports card packs failed to disclose probabilities for winning rare prizes.

|Apr 30, 2026
A significant minority of Dutch gambling adverts on social media illegally targeted and likely reached under-24s: Assessing compliance using Meta's advertising repository mandated by the EU Digital Services Act.

|Apr 28, 2026
Gambling adverts on social media reach 2.3 times more men than women: Using the Meta Ad library to assess gambling advertising in Ireland.

|Aug 21, 2025
Physical card pack and especially video game loot box spending are both positively correlated with problem gambling but not linked to negative mental health: An international survey.

Leon Y Xiao, David Zendle, Elena Petrovskaya

|Jun 26, 2025
Widespread illegal video game advertising in the UK and South Korea: Many adverts not disclosing loot box presence found using Meta's ad repository.

Leon Y Xiao, Callum Deery, Elena Petrovskaya

|May 29, 2025
Non-compliance with and non-enforcement of UK loot box industry self-regulation on the Apple App Store: a longitudinal study on poor implementation.

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Frequent Collaborators

7 joint publications

Philip W S Newall

4 joint publications

Elena Petrovskaya

2 joint publications

Kuma Xiaoyu Xiong

2 joint publications

Steve Sharman