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<p>Consumers are protected by the Consumer Protection from Unfair Trading Regulations
2008. This includes a requirement on businesses not to subject anyone to misleading
or aggressive marketing practices, or, for example, direct exhortation to buy products,
such as games content, including in-game purchases such as loot boxes. The government
is committed to ensuring that consumers are properly protected and that children’s
vulnerability and inexperience is not exploited by aggressive commercial practices.</p><p>
</p><p>On 11 October we published the Internet Safety Strategy, setting out plans
to make the UK the safest place in the world to be online. The Strategy outlines how
the government will work with online platforms, game publishers and game developers,
and with agencies such as the VSC Rating Board, to continue to improve online safety
in games. This includes promoting further awareness and understanding of PEGI age
ratings, parental controls and advice on safe gaming.</p>
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