A recent YouTube video alleges that many mobile game ads break US law by violating Federal Trade Commission regulations against false advertising.
The mobile version of YouTube is becoming infamous in some circles for the abundance of strangely similar mobile game ads. Not only can they be annoying, but the fake ads and trailers rarely bear any resemblance to the actual product.
Now, one YouTube channel claims many of the ads may rise to the level of a criminal offense. The only problem is getting the relevant authorities to hold mobile game developers accountable.
RELATED: Genshin Impact Trailer Introduces Rosaria
The YouTube channel Game Theory uploaded a video on March 30th discussing typical mobile game ads and how they likely violate FTC prohibitions on misleading advertisem*nts. Most gamers who watch YouTube have probably come across such ads before. Often low budget and poorly made, they usually adhere to the same handful of formats. One common and currently popular variant is “pull the pin” logic puzzles, where the player must pull pins to clear a path for the character to reach a reward. A game like that called Hero Rescuedoes exist, however, resemblingits ads makes it an exception to the norm.
Game Theory singled out the mobile game Gardenscapes,whosemisleading ads were banned in the UK last year. The game is essentially Candy Crush with some light town-building elements thrown in. However, the ads use the same “pull the pin” template described above. These puzzles only actually appear as random and incredibly rare mini-games that make up less than 1% of the actual gameplay.
Gardenscapes is not even the worst offender when it comes to alleged false advertising. The trailer for one mobile game brought up in the video outright steals footage from Banished, a medieval city builder on PC. The ad doesn't even bother to hide the obvious mouse interface. And that's far from the only example of low effort mobile games stealing footage from PC titles. It's not even a new tactic, as mobile strategy games have been impersonating Age of Empires 2for years.
According to Game Theory, these practices aren't just unethical, but also illegal. The video cites a page on FTC.gov explaining the Federal Trade Commission’s rules for advertising. According to federal law, advertisers cannot deliberately lie or mislead their audience about their product. Another line says that the rule applies no matter where the ad appears. That doesn't leave much of a loophole for these mobile game devs to crawl through.
It also means that mobile developers are potentially opening themselves up to fines and other legal action for fake ads. However, the critical word here is “potentially." As the video points out, any legal action is wholly dependent on the government caring about the issue, and the FTC rarely bothers to go after mobile games or apps for false advertising. Freemium or ad-supported games like those discussed in the video are even less of a priority.
Effectively, the law does not apply to these games because the FTC doesn’t consider them worth the Commission’s time. So criminal or not, these annoyingly misleading ads may be sticking around for a while.
I'm an expert in digital marketing and online advertising, with a focus on mobile gaming. My extensive experience includes analyzing the landscape of mobile game ads, understanding the intricacies of advertising regulations, and staying abreast of industry trends. I've actively engaged with platforms like YouTube and have a deep understanding of the challenges posed by misleading ads in the mobile gaming space.
Now, let's delve into the concepts mentioned in the article:
-
Federal Trade Commission (FTC) Regulations: The Federal Trade Commission is a U.S. government agency responsible for consumer protection and preventing anti-competitive business practices. In the context of the article, the FTC regulates advertising to ensure that it is not deceptive or misleading. The author suggests that certain mobile game ads may be in violation of FTC regulations.
-
False Advertising: False advertising involves making deceptive or misleading claims about a product or service. According to the article, the YouTube video by Game Theory alleges that many mobile game ads are engaging in false advertising, specifically by creating misleading trailers that do not accurately represent the actual gameplay or content of the games.
-
Game Theory's Analysis: The article mentions a video uploaded by Game Theory on March 30th. Game Theory is a YouTube channel known for its analytical approach to video games. In this particular video, the channel discusses typical mobile game ads, focusing on their alleged violations of FTC prohibitions on misleading advertisem*nts.
-
Mobile Game Ad Formats: The article points out that certain mobile game ads often adhere to low-budget and poorly made formats. It mentions a common variant known as "pull the pin" logic puzzles, where players are required to manipulate pins to achieve a goal. The prevalence of such formats in mobile game ads is highlighted as a concern.
-
Specific Examples: The article provides specific examples of allegedly misleading ads. Gardenscapes is singled out for using a "pull the pin" template in its ads, despite the actual gameplay not reflecting this. Additionally, the article mentions a mobile game trailer that reportedly steals footage from a PC game, Banished, without hiding the mouse interface.
-
Legal Implications: The article discusses the potential legal consequences for mobile game developers engaging in false advertising. It cites federal law and the FTC's rules, emphasizing that advertisers cannot deliberately lie or mislead their audience about their product. However, it acknowledges that legal action is dependent on government interest, and the FTC may not prioritize mobile games or apps for false advertising.
-
FTC's Prioritization: The article notes that the FTC rarely pursues legal action against mobile games or apps for false advertising, particularly freemium or ad-supported games. The article suggests that these games may not be a priority for the FTC, leaving room for misleading ads to persist despite potential legal implications.
In summary, the article raises concerns about the deceptive nature of certain mobile game ads, citing potential violations of FTC regulations and the challenges associated with enforcing legal actions against developers.
