UK watchdog to investigate children's online games

Some parents have been shocked by charges for additional features within free-to-download games

The UK's Competition and Markets Authority has asked the Advertising Standards Authority to investigate three online games aimed at children.

The CMA is concerned that the games, which it has not named, may encourage children to make in-game purchases.

The topic is high on government agendas after a series of cases where children spent thousands of pounds on online or app-based games.

The European Commission had also asked Apple and Google to address the issue.

Both agreed to strengthen payment authorisation and stop manufacturers describing games as "free" if they contain in-game or in-app purchases.

Extra features

The CMA's senior director, Nisha Arora, said she wanted the ASA to consider whether the games breached advertising codes.

She said: "75% of 10- to 15-year-olds in the UK play video games every day, so it's clear that they are a significant part of children's lives.

"We have seen some positive changes in business practices since we started looking at this sector.

"However, we are concerned that some games may directly encourage children to buy extra features during the game."

The ASA said it welcomed the referral.

"It's crucial that the ads children see, hear and interact with don't confuse, mislead or directly exhort them to make purchases," Miles Lockwood, ASA director of investigations, said.

The CMA has also published advice for parents about what to look out for when their children are downloading and playing online and app-based games.

They include:

• checking device settings

• becoming familiar with the games children are playing

• checking bills regularly