Cavendish Elithorn from the Office of Fair Trading says they want to ensure that children are not being pressured or encouraged to pay for content in free games following concerns that users can run up substantial costs.
Fresh curbs could be placed on “free” iPad games amid fears children are being tricked into paying up to £70 a time for upgrades, it was announced today.
The Office of Fair Trading has launched an investigation into a new generation of internet and app-based games following concerns young people are falling foul of “aggressive” tactics introduced to get them to pay for added extras.
Manufacturers could face fines for providing misleading information – and be forced to repackage downloads – as part of a new drive designed to stop children being ripped off.
Currently, thousands of games are available to be downloaded to smartphones and tablet computers free-of-charge.
But users are normally interrupted with adverts for “inapp purchases” covering extra levels, add-on features and virtual currency such as coins, gems or fruit.
Figures suggest that eight out of 10 of the most popular games are now free to install but raise revenue through paid-for extras, with single purchases ranging from a few pence to more than £70.
But the OFT claim that children are particularly vulnerable to the trend as they increasingly access the internet without parental supervision.
Earlier this year, a five-year-old boy racked up a bill of £1,700 playing a “free” game on an iPad.
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.”
According to officials, the OFT will investigate how companies providing free web or app-based games market their products to children.
Parents and consumer groups will be asked to contact the watchdog with information about “potentially misleading or commercially aggressive practices” in relation to these games.
Data source: The Telegraph
The Office of Fair Trading has launched an investigation into a new generation of internet and app-based games following concerns young people are falling foul of “aggressive” tactics introduced to get them to pay for added extras.
Manufacturers could face fines for providing misleading information – and be forced to repackage downloads – as part of a new drive designed to stop children being ripped off.
Currently, thousands of games are available to be downloaded to smartphones and tablet computers free-of-charge.
But users are normally interrupted with adverts for “inapp purchases” covering extra levels, add-on features and virtual currency such as coins, gems or fruit.
Figures suggest that eight out of 10 of the most popular games are now free to install but raise revenue through paid-for extras, with single purchases ranging from a few pence to more than £70.
But the OFT claim that children are particularly vulnerable to the trend as they increasingly access the internet without parental supervision.
Earlier this year, a five-year-old boy racked up a bill of £1,700 playing a “free” game on an iPad.
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.”
According to officials, the OFT will investigate how companies providing free web or app-based games market their products to children.
Parents and consumer groups will be asked to contact the watchdog with information about “potentially misleading or commercially aggressive practices” in relation to these games.
Data source: The Telegraph
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