> <i>Mr Elithorn said the OFT did not want to ban in-game purchases, but wanted to be sure that games-makers are complying with relevant laws. Consumer groups or parents with evidence of games aggressively marketing in-game extras should contact the OFT, it said.</i><p>The UK has strict laws about advertising. Many reports to the Advertising Standards Authority are from competing firms. Company_A see an advert from Company_B, and they report it. Sometimes this is because they're domain experts and know what's realistic or not in an advert. Sometimes it's because they're a competing firm and they're doing whatever they can to cause pressure for the competition.<p>It'll be interesting to see who reports sleazy games.<p>Also, advertising codes are easy to find. It's not so easy to find a list of rules for in-game purchases aimed at children.