This could potentially lead to specific requirements around how important aspects of games - including in-app purchases, elements like loot boxes, and even gameplay - are advertised.
The consultation is open until 5pm on Thursday 28 January 2021.
We understand that concerns have been raised by the public, the video game press, campaign and research organisations, and by Government Select Committees about elements of in-game purchasing. Although some of these concerns fall outside of the scope of advertising regulation, we have identified three areas in which formal guidance may help to mitigate the potential harms identified by concerned parties. Rather than implementing new rules, we think that the issues in question can be suitably addressed through specific formal guidance on existing rules. This guidance covers the pricing information at point of purchase, the language and approaches used to advertise in-game purchases (and the games they appear in), and the use of in-game purchased items in ads for games.