30th January 2014 – London, United Kingdom – Ukie has welcomed the OFT’s published principles for in-app purchasing.
The OFT’s (Office of Fair Trading) final eight principles for what it calls “online and app-based games” have been published, with the expectation that business comply by 1st April. The principles are a guide to help games business sell in-app content responsibly to games marketed or likely to be played by children, as well as guidance around other commercial practices. They are an interpretation of existing consumer protection rules which govern how companies are allowed to market and advertise products to children and consumers across sectors, not just the games industry.
Ukie CEO, Dr Jo Twist, responded to the guidelines saying, “We identified the issues of responsible in-app purchasing in children’s games some time ago through our membership and we’ve been working closely with the OFT since they first announced their investigation to make sure that they heard from as many games businesses as possible.
“It’s important that we help both the OFT and games businesses understand how new business models should work within existing rules around consumer protection, advertising and marketing because companies want to and believe they are already doing the right thing by their players. Brand trust is paramount to them.
“We need to make sure we balance the opportunity and growth of innovative business models in the industry with sensible measures to protecting players. We are pleased to see the OFT recognise that parents need to be more aware of and use parental controls that are available on devices. Protecting consumers is a shared responsibility across those who make and sell games, as well as parents and carers.”
“Done responsibly, micro-transaction based business models give choice and value for both players and businesses. Flexibility for companies to operate different business models is crucial, and it is good to see the OFT recognise this. We will work with the OFT on briefing sessions for games companies to better understand the application of the principles.”
The first briefing session will be held at Ukie’s London office in the morning of 20 February (time tbc) www.facebook.com/events/707211542653118/ and will be a chance for games businesses to hear directly from, and ask questions of the OFT team, about what these principles mean in practice, with further sessions out of London to be confirmed.
Ukie’s initial response to the draft guidelines can be found here – ukie.org.uk/content/ukie-response-oft-consultation-proposed-principles-children%E2%80%99s-online-games
Ukie runs www.askaboutgames.com, a resource on behalf of the industry for families to understand how they can enjoy games sensibly and safely. Ukie encourages all companies who need more clarification on the principles to contact [email protected]
Ukie represents its members which make up over 200 games businesses. For full member list please go to ukie.info/member-list