News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
ASA upholds complaint about 'misleading' free-to-play mobile game ad
When is a free-to-play mobile game not a free-to-play mobile game? Electronic Arts recently found out, courtesy of the UK independent regulator the Advertising Standards Authority.
Marketers need to be wary of how they market free-to-play games in future in the wake of a ruling in the UK declaring the description for Electronic Arts' game 'Dungeon Keeper' to be 'misleading'.
While the classic game is, technically, free to play, the Advertising Standards Authority took issue with charges made for in-app purchases which significantly enhanced and impacted gameplay. This, says the regulator, made any claim that the game was free-to-play unreasonable.
According to the Advertising Standards Authority, an advert for Dungeon Keeper, brought to their attention by games industry journalist Chris O'Regan, failed to include any reference to in-app purchases or, more specifically, the role they played in allowing players to progress in the game.
"Although we acknowledged that a disclaimer about the inclusion of in-app purchases was placed on the product page on the stores in which the app appeared, we noted that this was not within the body of, or linked to, the original ad, and that it did not make the nature of these purchases clear," announced the Advertising Standards Authority.
"Because the game had the potential to restrict gameplay beyond that which would be expected by consumers and the ad did not make this aspect of the role of in-app purchasing clear, we concluded that it was misleading."
Image via Shutterstock
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...