The Office Of Fair Trading, the UK's independent body which enforces consumer protection, has launched an investigation into 'freemium' web and app-based games that offer in-game purchases, to see whether children are being unfairly pressured or encouraged to pay for additional content.
The OFT has written to companies which offer free web games or app-based mobile titles to gather information on in-game marketing aimed at children. It is also encouraging parents and consumer groups to contact them with instances of misleading or aggressive practices that they've come across.
Cavendish Elithorn, OFT Senior Director for Goods and Consumer, said: "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."
This investigation comes off the back of a few high-profile cases where young children have run up huge bills for their parents through in-app purchases including this story where a five-year-old boy ran up a £1,700 iTunes bill in just 10 minutes.
OFT says it cannot identify the games companies that are currently under investigation stating: "no assumption should be made that any companies being investigated have broken the law."
What do you think? Do free-to-play games unfairly pressure children into spending money in-game, or should the parents accept full responsibility? Let us know in the comments below.
Source : ign[dot]com
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