U.K. regulator: Ad that calls Dungeon Keeper 'free' is 'misleading'

Electronic Arts may no longer call Dungeon Keeper “free” in advertisements in the U.K.

The U.K. Advertising Standards Agency found that EA violated its rules and misled customers. In an advertisement for Dungeon Keeper, a free-to-play mobile defense-strategy game with in-app purchases, the publisher explicitly said that you could get the game “for free.” The U.K. authority took issue with that characterization, and it will no longer permit EA to use that ad.