OFT

Preliminary guidelines by the OFT say online game payments made by children will not be deemed authorised, and should not be taken, unless the account holder - such as a parent - has given their informed consent.

It also said that consumers should be told upfront about potential costs for playing the games.

The online gaming industry has been warned over "pay to play" games that target impressionable youngsters, under proposed principles drawn up by the Office of Fair Trading.

An OFT investigation found that some games include "potentially unfair and aggressive commercial practices to which children may be particularly susceptible", such as implying that the player would somehow be failing other players, or characters, if they did not buy content.

The regulator said such practices blurred the distinction between spending virtual currency and real money and used statements or images to encourage children to make a purchase.

The actions are set out in a progress report published as part of the Office of Fair Trading's compliance review of the payday lending sector. It highlights concerns about:

• The adequacy of checks made by some lenders on whether loans will be affordable for borrowers.
• The proportion of loans that are not repaid on time.
• The frequency with which some lenders roll over or refinance loans.

• The lack of forbearance shown by some lenders when borrowers get into financial difficulty.
• Debt collection practices.

The latest figures showing average UK fuel prices, according to PetrolPrices.com, a website designed to save motorists money.

Commenting of the Office of Fair Trading's announcement that it is to conduct an investigation into UK fuel prices, David Cameron's official spokesman said:

An independent motoring research charity has welcomed the news that the Office of Fair Trading will be gathering information on the price of petrol and diesel in the UK.

RAC Foundation director Professor Stephen Glaister said: