As various UK agencies and organisations continue to regard microtransactions and loot boxes with escalating curiosity and suspicion, the Advertising Standards Authority have laid out new guidelines for advertising in-game in purchases. Basically, they think games should be clear about what they're selling and how much things cost in real money, and that advertising shouldn't pressure or mislead. The ASA are relatively toothless but fairly prolific, and their interest might lead to more official interest.
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