The OFT has released eight principles for 'pay to play' online game developers, which it plans to begin enforcing in April next year.
- Games should display clear, accurate, up-front information about the costs associated with a game before consumers download it
- Games should provide clear contact details for the business - which should respond rapidly to consumer complaints
- Games should not give false impressions that payments are an integral part of the way the game is played if that is not the case
- Games should not include aggressive practices, or ones that exploit a child's inexperience, such as implying a character would be disappointed if they did not spend money
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