Dealing with gamers Advertising and promotions The plan is to fill in gaps where there OFT principles for online and is no applicable legislation. app-based games The government has also formed In 2014, the Office of Fair Trading a Ministerial-led taskforce to drive (OFT) published a set of principles non-legislative action, working with for online and app-based games, industry to address illegal harms which have since been adopted and protect children by improving by the Competition and Markets the evidence base on the scale Authority (CMA). of the issue and impact of harms, and building on existing voluntary Advergames initiatives. The intention is that Advergames are governed by legislation will address paid-for the CAP Code. The Committee content and that ‘intermediaries’ of Advertising Practice describes will be broadly defined and will advergames as games which are include influencers. typically used to advertise a product, ASA guidance on in-game brand or organisation and are purchases accessible on: The ASA has published guidance social media sites on in-game purchases, which companies’ own websites, or covers types of in-game storefronts, downloadable content or apps platforms for purchasing games, and on mobile devices which are broader advertising for the games directly connected with the supply themselves. or transfer of goods, services, For more information see our opportunities and gifts. In-game purchases section. Advergames must be identifiable to consumers as such under the CAP Code. The ASA will consider the 89