EA Must Change Dungeon Keeper Ads Calling It "Free," Rules UK Ad Regulator

The agency in charge of regulating advertisements in the United Kingdom has decided Electronic Arts may not continue to run ads describing mobile game Dungeon Keeper--widely criticized for its in-app purchases--as a "free" game. This is the judgment rendered today by the Advertising Standards Authority, the independent regulator of advertising in the UK. It deals with an email ad for Dungeon Keeper that makes repeated mentions of Dungeon Keeper being "free," which technically is true. But as any...