![]() They subsequently upheld the compliant about the original wording but referenced that we now complied, in the text of the ruling.”īritish games industry body Ukie issued its own statement, with chief executive Jo Twist claiming that the rulings are “a useful piece of additional guidance for games companies about how existing laws apply to the new world of free-to-play business models”. “As soon as 55 Pixels were made aware of the complaint made to the ASA about a potential breach, and once we had understood the area for concern, we changed all our membership pages to comply with their recommendations. ![]() We will continue to work with the ASA in any way possible.”ĥ5 Pixels said. “We have been working with the ASA to ensure that we adhere to best practice and have made changes to the Moshi Monsters game accordingly. “We take our responsibilities very seriously with regards to how we communicate with all of our fans, especially children,” said a spokesperson. Mind Candy said the company has already made changes. In its ruling on Moshi Monsters, the ASA added that phrases such as “Members are going to be super popular” put pressure on children to buy (or pester for, given that parents were responsible for the actual payments) a subscription to the site. ![]() The ASA has told both companies not to show the relevant ads again in the form complained about, as well as to avoid phrases like “Join now”, “Become a member” and other direct exhortations to make payments. The complaint against Moshi Monsters’ parent company Mind Candy focused on ads within its virtual world for paid memberships, promoting “all sorts of cool extras” if children persuaded their parents to pay a monthly subscription.īin Weevils’ parent company 55 Pixels was targeted for similar promotion of paid memberships, as well as directing players to a page selling its “Dosh” virtual currency. ![]()
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