The U.K. Office of Fair Trade is investigating whether online games pressure children to purchase content in free games. Along with seeing how the games might try to coerce children to get their parents to pay for products, it will also look at how games explain the true cost to play and therefore help children and parents make informed decisions.
“We are concerned that children and their parents could be subject to unfair pressure to purchase when they are playing games they thought were free, but which can actually run up substantial costs,” said Cavendish Elithorn, senior director for Goods and Consumer at the O.F.T. “The O.F.T. is not seeking to ban in-game purchases, but the games industry must ensure it is complying with the relevant regulations so that children are protected. We are speaking to the industry and will take enforcement action if necessary.”
Trade body UKIE offered a response to the investigation. “The games industry takes its responsibility to children very seriously and most devices and digital marketplaces have safeguards in place, such as password locks and parental controls, that can prevent children from being able to access in-app purchases,” said Jo Twist, CEO of UKIE. “In-app purchasing is simply a new and innovative way for consumer to pay for these games and access the extra content that they want.”
