European Commission: “Fritupley? Then no in-app purchases! ”

It seems that significant changes are coming on the front of the fruthley games in Europe. The fact is that the European Commission (EC) started to deal with the main problem of F2P: advertising promises users a “free game”, and then it turns out that in a couple of hours the child can squander her monthly salary for her parents. At Gamesindustry.biz are the words of the European Commissioner for Consumer Policy Neven Mimica:

“Consumers, particularly children, need better protection against unforeseen expenses due to in-game purchases. The national executive bodies and the European Commission are discussing with the gaming industry how this problem can be solved, which not only causes financial damage to consumers, but also harms the reputation of a very promising market. Finding concrete solutions as soon as possible in the interests of all parties. ”

About advertising:

“The use of the word" free "[free] (or similar unambiguous terms) as such without appropriate reservations should be allowed only for games that are completely completely free, or, in other words, in which no, even optional, purchases are embedded."

The European Commission also wants to ban direct calls to purchase, that is, phrases like “Buy it Now!” And “Fly, hurry!” In all games intended for children. In-game purchases should not be made without the explicit consent of the consumer. Moreover, in appstores, games will have to indicate (and be clearly visible) email addresses at which consumers can ask the right questions ELSE BEFORE buying the game.

What do you think, what will lead to such a ban? Will it get better? Will it get worse? What will change for consumers? What will change for developers?
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UPDATE. Please note that this is not about banning in-game purchases or frituleyny games in general. And not even about unfair gaming advantage. The initiative’s goal is to force gamers to explicitly warn about in-app purchases and stop using the word “free” in advertising such games.