The Competition and Markets Authority (CMA) has referred three online games to us due to concerns around how online app-based games are advertised and paid for.

The CMA is concerned that these games may breach the Advertising Code and consumer law by directly encouraging children to buy, or ask their parents to buy, extra game features.

We take seriously any concerns about ads that may potentially be misleading children and that result in parents being landed with unexpected bills arising from in-game purchases.

The way in which children perceive and react to ads is influenced by their age, experience and the context in which the message is delivered. Reflecting this, the rules are designed to ensure ads addressed to, targeted directly at or featuring children do not contain anything that is likely to result in their physical, mental or moral harm.

Miles Lockwood, ASA Director of Investigations, said: “It’s crucial that the ads children see, hear and interact with don’t confuse, mislead or directly exhort them to make purchases. We welcome the CMA’s referrals and will now establish whether the ads break the rules and to ensure children are treated fairly.”

Further information about the CMA's referral can be found here

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