UK Watchdog Slams EA for ‘Misleading’ Customers With Dungeon Keeper Ad

The UK's Advertising Standards Agency has accused EA of "misleading" customers and banned a Dungeon Keeper ad which described the game as being free.

An investigation into the game was launched when the recipient of an EA email "challenged whether the ad was misleading because it omitted significant information." Today, the ASA issued its ruling on the matter stating: 

"Because the game had the potential to restrict gameplay beyond that which would be expected by consumers and the ad did not make this aspect of the role of in-app purchasing clear, we concluded that it was misleading.

"We told Electronic Arts Ltd to ensure that future ads made clear the limitations of free gameplay and role of in-app purchasing with regard to speeding up gameplay."

The agency noted that while most players would expect a free-to-play game to include microtransactions, the extent to reach free gameplay is curtailed is unreasonable. 

It was also stated that timers can be a legitimate gameplay mechanism with the extent to which they feature in Dungeon Keeper"in combination with the way it was monetised, was likely to create a game experience for non-spenders that did not reflect their reasonable expectations," based on the ad.

The advertisement in question reads: 

"GET DUNGEON KEEPER ON MOBILE FOR FREE! … DIG. DEVISE. DOMINATE. Build the most badass dungeon ever! Raise an army of diabolical minions and lay twisted traps to destroy any opponents foolish enough to set foot in your lair. MASTER THE HAND OF EVIL Cast powerful spells, pillage and plunder other players’ dungeons, and slap your imps around to make them work harder. A world of wicked fun is right at your fingertips. What are you waiting for, Keeper? Get it for FREE!"

EA was also accused earlier this year of manipulating review scores for the game. The ASA's ruling comes after EA's CEO Andrew Wilson told Eurogamer last month that the game was "a shame" and admitted that the company had "misjudged" Dungeon Keeper's economy.

Wilson promised that EA has learned from the experience.