ASA issues new guidance to tighten rules on ads for in-game spending

The UK’s Advertising Standards Authority has tightened some of its guidance around the advertising of in-game spending.

This new guidance covers adverts which might appear via in-game storefronts or platform stores as well as general advertising for games, and is aimed at stopping adverts which might mislead consumers on the existence and price of microtransactions, how items might affect gameplay, and pressure you into a purchase.

However, the ASA conceded a difference in games which allow you to only purchase a premium currency, rather than ones which let you earn some of it too. The conclusion was that the ASA would treat games differently which view an in-game currency as a direct analogue to real-world money.

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  • Originally dated as:
  • 24 Sep 2021 11:35:00 +0100