In September 2021, CAP consulted on, and published, new Guidance on in-game purchases, which covers types of in-game storefronts, platforms for purchasing games, and broader advertising for the games themselves. The guidance was subsequently reviewed in May 2024.
The guidance is aimed at ensuring that advertisers know how to avoid misleading consumers about the cost of in-game purchases, whether games contain them, and how they might affect gameplay.
The ASA and CAP are committed to supporting compliance in the digital sector, to ensure that we are protecting consumers in all online spaces.
This guidance document should be read in conjunction with the following, which were published alongside the guidance in September 2021:
- Our consultation statement on in-game purchasing
- Our evaluation table for the consultation responses