The UK’s Office of Fair Trading has released a set of principles for the online game industry to meet consumer protection laws and protect children and young people.
The eight principles stem from an investigation last year that raised concerns that some industry-wide practices could be misleading. The investigation looked at the impact on children especially.
Here are the principles:
Information on costs: Information about the costs associated with a game should be provided clearly, accurately and prominently up-front before the consumer agrees to download or play the game. Costs should be broken down into initial, subsequent and optional extra costs.
Material information on the game: All material information about the game should be clear, accurate, prominent and provided up-front, before the consumer begins download or play the game. ‘Material information’ includes, but is not limited to, the characteristics of the game and any information necessary for the average consumer to make an informed decision to purchase.
Contact details and complaints handling: Information about the gaming business should be clear, accurate, prominent and provided up-front, before the consumer begins to download or play the game. Contact details and information on complaints-handling should be easy to obtain.
Commercial intent of game: Any in-game promotion of paid-for content, or the promotion of any other product or service, should be clear and distinguishable from normal gameplay with the burden for clarity increasing with a decreasing target audience age.
In-game purchases must not appear necessary unless they are: Consumer must not be misled into thinking that payments are necessary or are an integral part of the game if that is not the case.
No use of commercially aggressive strategies: Games should not invoke aggressive strategies, which may exploit a child or young person’s inexperience, vulnerability or credulity.
No direct exhortations aimed at children: A game should not include direct exhortations to children to make a purchase or persuade others to make purchases for them.
No unauthorized payments: Payments should not be taken unless authorized by the payment account holder and authorization involves informed consent on behalf of the payment account holder. Consent should not be assumed via opt-out provisions.
The principles can be found annexed to the Children’s Online Games report and consultation and the industry must ensure that it complies with all eight by April 2014.
