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The UK advertising agency has taken the first step in fighting the bullshit that is "free to play- But all the microtransactions", specifically against EA and their free to play version of Dungeon keeper. http://www.asa.org.uk/Rulings/Adjudications/2014/7/Electronic-Arts-Ltd/SHP_ADJ_258907.aspx#.U7Vp3vl_tx0