OFT Announce New Guidelines For In-App Purchases

The OFT’s (Office of Fair Trading) final eight principles for what it calls “online and app-based games” have been published, with the expectation that business comply by 1st April. These principles are a guide to ensure in-app content is sold responsibly in games marketed to, or likely to be played by, children. It also offers guidance around other commercial practices.

The new rules are an interpretation of existing consumer protection rules which govern how companies are allowed to market and advertise products to children and consumers across all sectors, not just the games industry.

Ukie (The Association for UK Interactive Entertainment) responded to the guidelines saying;

We identified the issues of responsible in-app purchasing in children’s games some time ago through our membership and we’ve been working closely with the OFT since they first announced their investigation to make sure that they heard from as many games businesses as possible.

 

It’s important that we help both the OFT and games businesses understand how new business models should work within existing rules around consumer protection, advertising and marketing because companies want to and believe they are already doing the right thing by their players. Brand trust is paramount to them.

 

- Dr Jo Twist, Ukie CEO

The statement goes on to talk about balancing opportunity and growth with measure which will protect players. They also acknowledge and applaud OFT's comments that parents need to be more aware of and use parental controls that are available on devices. OFT say that protecting consumers is a shared responsibility across those who make and sell games, as well as parents and carers.

OFT are reaching out to developers to help them comply with these new guidelines. The first briefing session will be held at Ukie’s London office in the morning of 20 February (time tbc) https://www.facebook.com/events/707211542653118/ and will be a chance for games businesses to hear directly from, and ask questions of the OFT team, about what these principles mean in practice, with further sessions out of London to be confirmed.

Ukie’s initial response to the draft guidelines can be found here.