Children’s app-based games under investigation

The Office of Fair Trading (OFT) said it was investigating whether children were being unfairly pressurised or encouraged to pay for content in free games, such as upgraded membership or virtual currency in forms including coins, gems or fruit.

Typically, players can access only certain areas of these games for free and must pay for higher levels or features.

The OFT has written to companies who offer such games asking them for information on how they market to children, and is asking parents and consumer groups for information about potentially misleading or commercially aggressive practices.

Investigation

The OFT’s investigation will look into whether these games include “direct exhortations” to children, or strong encouragement to make a purchase, to do something that will require making a purchase, or to persuade their parents or other adults to make a purchase for them.

Tips for parents

The Office of Fair Trading's investigation confirms the fears of many parents; not only do youngsters have an innately better grasp of technology than their seniors - but it could leave a hefty dent in your wallet, writes Technology Producer Geoff White.

There are some tricks to stop your children running up a massive bill though:

Consider using a top-up or pay-as-you-go credit card. You can load it up with limited funds and use it to make purchases on a mobile phone or other device. It means your kids don't have unlimited spending power. 

Alter the settings of your device to prevent in-app purchases - there's advice for Apple and Android devices here.

Don't share your password or PIN with your kids (get ready for a fight on that one).

Talk to your children about it; during their lives they're going to be inundated with requests and incentives online. The sooner they learn to look at where these messages are coming from, the more ready they’ll be for digital life!

It will also consider whether the full cost of some of these games is made clear when they are downloaded or accessed, potentially leading children and parents to make decisions they may not have made if prices were more transparent at the start of the process.

Unfair pressure

OFT Senior Director for Goods and Consumer, Cavendish Elithorn, 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.”