The U.K.'s Office of Fair Trading is investigating applications for children to determine whether they are "being unfairly pressured or encouraged to pay for additional content in 'free' Web and app-based games, including upgraded membership or virtual currency such as coins, gems or fruit," according to the office. "We are concerned that children and their parents could be subject to unfair pressure to purchase when they are playing games they thought were free, but which can actually run up substantial costs," OFT Senior Director Cavendish Elithorn says.

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