The Office of Fair Trading has launched a consultation on
proposals to provide protection for children in the marketing of
online and app-based games. Research published in May 2013
indicated that unauthorised in-app purchases by children cost up to
£30 million a year in the UK. It is therefore hardly
surprising that the OFT have been conducting a lengthy
investigation into this matter since April 2013, seeking to ensure
that online and app-based games which appeal to children comply
with consumer protection laws.
The investigation, which saw 38 web and app-based games produced
throughout the world being scrutinised, confirmed that there
are probable breaches of consumer protection legislation
occurring – notably a lack of clarity as to the difference
between spending virtual money and real money, and the use of
guilt-tactics to shame children into making purchases.
Accordingly, the OFT has recently suggested 8 principles which the
industry should follow;
