These include misleading advertising of "free" games and content, direct marketing to children or their parents to buy items within a game and poor information on the charges and billing of mobile content. The EC would like to see the industry self-regulate its marketing, stop default billing of all mobile purchases, improve the information provided on costs and payment and always provide an email address where consumers can address complaints or requests for more information.
The initiative is led by the Danish Consumer Ombudsman, and regulators from France, the UK, Italy, Belgium, Luxembourg and Lithuania as well as the Consumer Protection Cooperation network are participating in the meetings. The EC noted that principles published by the UK Office of Fair Trading in January are in line with its aims.
