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 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...