sec_4_2_9__para__2 — COMMISSION NOTICE – Guidance on the interpretation and application of Directive…

sec_4_2_9para2

COMMISSION NOTICE – Guidance on the interpretation and application of Directive 2005/29/EC of the European Parliament and of the Council concerning unfair business-to-consumer commercial practices in the internal market · European Union

Games could include in-game promotions and advertisements, which increase the risk of hidden marketing and could amount to a misleading practice under Articles 6 and 7 UCPD, unless the commercial element is made sufficiently clear and distinguishable from gameplay. This concerns both in-game purchases and products available outside of the game. The disclosure has to take into account the medium in which the marketing takes place, including the context, placement, timing, duration, language and target audience.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-25 · Text as adopted (Official Journal); later amendments are not incorporated in this text.