re = /{% image (([a-z]|[A-Z]|[0-9]|\.|_|=|-|'|\s)*)(?<!loading='lazy')\s* %}/m
str = '{% image self.hero_image fill-803x300 as hero_image loading=\'lazy\' %}
{% image self.hero_image fill-803x300 as hero_image %}
{% image self.hero_image fill-803x300 as hero_image lo %}
{% image self.image_desktop fill-480x776.noauto as image_480 %}'
subst = ''
result = str.gsub(re, subst)
# Print the result of the substitution
puts result
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for Ruby, please visit: http://ruby-doc.org/core-2.2.0/Regexp.html