Video Games: Children

(asked on 19th December 2019) - View Source

Question to the Department for Digital, Culture, Media & Sport:

To ask the Secretary of State for Digital, Culture, Media and Sport, what steps she is taking to ensure that pop-up adverts in mobile gaming apps for children are age appropriate.


Answered by
Nigel Adams Portrait
Nigel Adams
This question was answered on 7th January 2020

Advertising in the UK is regulated by the Advertising Standards Authority (ASA), the industry’s independent regulator, which for online advertising enforces the Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) through a system of self-regulation. The CAP Code incorporates all relevant legislation, and sets standards for accuracy and honesty to which advertisers must adhere, including specific conditions on advertising to children, causing offence and social responsibility.

The ASA has issued guidance to advertisers (https://www.asa.org.uk/resource/children-age-restricted-ads-online.html) on using data and targeting tools to minimise children’s exposure to age restricted or age inappropriate advertising online, including in mobile gaming apps, in order to ensure compliance with the CAP Code.

Last year the government also announced its intention to review how online advertising is regulated in the UK, looking at how well the current regime is equipped to tackle the challenges posed by developments in the market.

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