Apple is continuing to face a crackdown in Europe over some of its traditional app-purchasing methods.
The European Commission claims it has pushed Apple to change how it promotes gaming online through the iTunes store in order to deliver better consumer protection.
The EU Commission said in a statement that companies, notably Apple, will no longer be allowed to promote certain games as free to download if they then require users to pay a fee if they want to unlock new levels of the game.
The commission added that Google has already begun to make similar changes in its policy and said it hopes that Apple will follow. The statement also said that Apple has not addressed the commission's concerns over payment authorization linked with iTunes accounts.
"This is significant for consumers," said EU Commissioner for Consumer Policy Neven Mimica. "In particular, children must be better protected when playing online. The action also provides invaluable experience for the ongoing reflection on how to most effectively organize the enforcement of consumer rights in the Union."
The statement also was critical of the tech company over its failure to deliver to the commission a timetable for making these changes. At the heart of the conundrum is the fact that the EU does not want advertising of "free" games to persist if a user is then forced to purchase the complete version of the game if they want to continue. For them, that is false advertising.
Google said it would comply with the commission's call by the end of September and the EU is expecting Apple to follow suit.
The statement comes after a December 2013 move called on Apple, Google and other game makers to ensure that games directed at children as free do not then ask them to purchase the complete version later on.
In response to the EU criticism, Apple said in a published statement that it clearly labels games that require in-app purchasing.
"Apple takes great pride in leading the industry in parental controls that are incredibly easy to use and help ensure a great experience for parents and children on the App Store," the Apple statement reads.
"The parental controls in iOS are strong, intuitive and customizable. And over the last year we made sure any app which enables customers to make in-app purchases is clearly marked. We've also created a Kids Section on the App Store with even stronger protections to cover apps designed for children younger than 13."
For now, the EU is bolstering its efforts to promote better consumer protection and believes that this is one area it can advance upon.
