The Office of Fair Trading (OFT) in the UK is investigating free-to-play games, specifically “whether children are being unfairly pressured or encouraged to pay for additional content” in such games. The announcement comes after a series of high-profile cases in the media of children who've spent hundreds or thousands of pounds – in most cases apparently without realising they were even doing so – on in-app purchases.
Under the Consumer Protection (from Unfair Trading) Regulations 2008, “direct exhortations” to children – i.e. strongly encouraging them to make a purchase, or do something that will make them need to make a purchase, or ask an adult to make a purchase for them – is unlawful. OFT Senior Director for Goods and Consumer Cavendish Elithorn said that the organisation isn't trying to ban in-app purchases but does want to make sure they're being used lawfully:
“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.
The OFT 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.”
The OFT has written to companies that offer these games, and wants to talk to parents and consumer groups too about whether they've seen any “potentially misleading or commercially aggressive practices” around these games.
Do you think that in-app purchases as they currently stand are unlawful? Would you change them or get rid of them altogether?
