UK OFT Published Principles for Online and App-Based Games

The UK Office of Fair Trading (OFT) has published principles for online and app-based games which clarify the OFT’s view of the industry’s obligations under consumer protection law. The principles are the result of an OFT market investigation in 2013 which prompted concerns that there were industry-wide practices that were potentially misleading, commercially aggressive or otherwise unfair. The principles focus on providing clear, accurate and prominent information about the game and specifically about in-game purchases. Particular care should be taken when the game is aimed at children. The principles also state that information that should be provided up-front, before the consumer begins to play, download or sign up to the game includes how, and the reasons for which, personal or other data may be collected and processed.

TIP: The principles, which come on the heels of the U.S. decision regarding Apple (see our prior blog post), provide useful guidance for companies in the online gaming industry on what is expected of them in order to comply with UK consumer protection law.