BOS rejects austerity measures for gaming advertising in Sweden – European Gaming Industry News
The UK Advertising Standards Authority (ASA) has issued new guidelines for in-game spending. The new measures introduced last week have been introduced to ensure that ads are more transparent to consumers.
If you have ever been confused or misled by the massive bundles of premium currency you get in play, or if you have been sucked by time-limited offers, this new guide is likely to affect you.
The new guide deals with gaming methods that are intended to get players to spend more money and how games are advertised more generally as well.
Games that offer game currency that can also be earned by playing are exempt from some of the measures, with ASA noting that different types of games must be measured differently. According to the new guide, each advertised premium currency must clarify how much it is actually worth in a clear monetary value.
“ASA (one of the UK’s advertising watch dogs) has issued its new guide to in – game advertising. This is huge and will require significant changes in current industry practice “, explains legal partner Peter Lewin on Twitter.
“Remember that even though ASA does not have fines, it has so far worked successfully on name and shame (and can refer serious perpetrators to other regulators with stronger powers).”