We remain committed to ensuring that consumers are properly protected and not exploited by aggressive commercial practices. Game purchasers are protected by general consumer law such as the Consumer Protection from Unfair Trading Regulations 2008. This includes a requirement on businesses not to subject anyone to misleading or aggressive marketing practices, or, for example, direct exhortation to buy products, including in-game purchases of paid-for random prizes.
The Government is aware of concerns surrounding this issue and will continue to gather and look closely at any evidence. We also welcome the recent introduction by the VSC Ratings Board and PEGI of a new label for video games to warn parents where they include the opportunity to make in-game purchases.