World Consumer Rights Day was designated on 15 March by the consumer movement, to raise global awareness about consumer rights and needs. Celebrating the day is a chance to demand that the rights of all consumers are respected and protected, and to protest against market abuses and social injustices which undermine those rights.

As the digital landscape continues to rapidly evolve and online experiences become increasingly integrated into our daily lives, it is crucial to reflect on the implications of digital marketing. The AdWiseOnline campaign is proud to be a part of this conversation, offering educational resources and insights into responsible marketing in the online gaming sector.

The AdWiseOnline campaign focused on educating young people, their parents and educators about the potential risks involved with in-game marketing. The lives of young people are ever more digital and online gaming has become a key part of their social lives. However, hidden in some games are marketing tactics designed to interrupt their playing to entice them to spend more – either time or money – in ways that are not always transparent.

Key tactics brought to light in the AdWiseOnline campaign include:

• Pay-to-win: Players are encouraged to spend real money to gain significant advantages, bypass progression barriers, or acquire exclusive items.
• Currency: Virtual currencies or coins used to make purchases, often obscuring the real cost of items and thus encouraging overspending.
• Loot boxes: Mystery boxes in games that players can pay to open to get random items like weapons, skins, or characters – often spending more in the hopes of gaining more valuable items.
• Battle passes: A system in many games where players can unlock rewards by completing challenges and levelling up – sometimes requiring some kind of extra spending to achieve.
• FOMO: Fear of missing out is a tactic used in some games to make players feel pressured to act quickly to gain limited-time rewards or items.
• Dark patterns: Sneaky design tricks used in some games to manipulate players into spending more time or money without realising it.

In light of these and other manipulative marketing tactics found in the online gaming world, AdWiseOnline aims to empower players, their parents and educators with knowledge and resources. For this reason, we released a wide variety of educational materials throughout the campaign. These include:

1. An interactive guide on online advertising, marketing traps, and young consumers online rights. Available in 29 languages!
2. AdWiseOnline research report on manipulative digital marketing practices targeted at children and youth online.
3. A podcast exploring the psychology behind in-game marketing and the regulatory measures surrounding marketing practices.
4. Educational tools for parents and caregivers including webinars and learning modules on online gaming and manipulative marketing in gaming.
5. Educational tools for teachers and educators including webinars and learning modules on persuasive design and manipulative marketing in gaming
6. A massive open online course module on in-game marketing for educators and a resource hub with case studies and expert interviews.

This World Consumer Rights Day, AdWiseOnline encourages everyone to explore these resources to make informed, responsible choices in the digital world, specifically in the world of online gaming.

Play smart, spend wisely and mind the hidden costs!